PENGARUH KUALITAS PELAYANAN, HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MIE KLUNTUNG PAK YANTO

Abstract

The global pandemic causes economic instability, especially in the UMKM sectors, which has decreased sales turnover due to the government's policies. The policies implement activity restrictions that urge people to stay at home. As a consequence, many UMKM have to stop for a while. One of the business sectors affected is Mie Kluntung Pak Yanto which is used as the object of this research. This research examined the empirical effect of service quality, price, and product quality on the customers’ loyalty at Mie Kluntung Pak Yanto Surabaya. The research was descriptive-quantitative. Furthermore, the data collection technique used a non-probability sampling with 100 customers as the sample. The independent variables were service quality, price, and product quality. Meanwhile, the dependent variable was customers’ loyalty. The data analysis technique used multiple linear regressions with SPSS 24. Moreover, the result showed that service quality, price, and product quality partially and simultaneously had a positive and significant effect on the customers’ loyalty at Mie Kluntung Pak Yanto Surabaya.