PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN RETAIL

Abstract

This study aims to analyze the effect of price and product quality on customer loyalty in retail businesses. Customer loyalty is an important factor for the sustainability of retail businesses amid increasingly intense competition. This research employs a quantitative method with a survey approach. The data were collected through the distribution of questionnaires to retail customers as respondents. The data analysis technique used was multiple linear regression analysis to examine the effect of price and product quality on customer loyalty, both partially and simultaneously. The results indicate that price has a significant effect on customer loyalty, product quality also has a significant effect on customer loyalty, and price and product quality simultaneously have a positive and significant effect on customer loyalty in retail businesses. Therefore, retail businesses are expected to set competitive prices and maintain product quality in order to enhance customer loyalty.