Pengaruh Penetapan Harga dan Kualitas ProdukTerhadap Loyalitas PelangganPada UD. Jatidiri 007 PurwosonoLumajang

  • Abdul Rouf STIE Widya Gama Lumajang
  • Mokhammad Taufik STIE Widya Gama Lumajang
  • Ainun Jariah STIE Widya Gama Lumajang

Abstract

This research is a quantitative research by looking for associative relationship which is causal or research that is asking about the relationship between two or more variables and causality. This study aims to determine the influence of pricing and product quality to customer loyalty in UD. JATIDIRI 007 Purwosono Lumajang both in a persial and simultaneous manner. This research tested hypothesis that there is no influence of price to customer loyalty, there is no effect of product quality to customer loyalty, and there is no influence of price and product quality simultaneously to customer loyalty at UD. JATIDIRI 007 Purwosono Lumajang. The result of the research there are 30 respondents by using multiple linear regression analysis is there is no influence of price to customer loyalty, there is no effect of product quality to customer loyalty, and there is no influence of price and product quality simultaneously to customer loyalty at UD. JATIDIRI 007 Purwosono Lumajang. The resulting simple linear regression function is Y = 16.640 + 0.548 (X1) - 0.473 (X2). The result of determination coefficient shows that equal to 09,0% customer loyalty can be explained by independent variable that is price and product quality, while the rest is 91,0% customer loyalty influenced by other variables not examined in this research. The limitation of this research is only to examine price and product quality as a factor influencing customer loyalty, while other variable that can influence customer loyalty is expected to be examined by next researcher in different period and place.

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Published
2018-08-24