PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA COUNTER DAM CELL

Abstract

The Dam Cell counter is a store that runs pulse sales of all operators, internet data packages, SIM cards, and smartphone accessories. Therefore, this research aimed to analyze the factors that affected the service quality, product quality, and price on the customers’ loyalty to the Dam Cell counter. The research was quantitative. Moreover, the data collection technique used non-probability sampling. The sampling technique used purposive sampling. Furthermore, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the 98 respondents as the sample. Additionally, the data analysis technique used multiple linear regression with SPSS 25 version. The result showed that service quality had a positive but insignificant effect on customers’ loyalty. It happened when the service for customers was not good. As a consequence, they would feel unsatisfied. However, both product quality and price had a positive and significant effect on customers’ loyalty. It meant that improving the product quality and maintaining the affordable price based on the product benefits would improve the customers’ loyalty.