PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP LOYALITAS PELANGGAN

The purpose of this study was to determine the effect of product quality, price and location on customer loyalty (Study on Customers of Padang Siang Malam Gombong Restaurant, either partially or simultaneously. The population in this study were the customers of Padang Siang Malam Gombong Restaurant and the sampling technique used was non-probability sampling. The number of samples in this study were 100 respondents. The data collection uses a questionnaire that has been tested for validity and reliability, while the data analysis uses multiple linear regression analysis (t test and F test). After analyzing the data, the following results and conclusions were obtained: (1) Product quality have a effect on customer loyalty of Padang Siang Malam Gombong Restaurant. (2) The price have a effect on customer customer loyalty of Padang Siang Malam Gombong Restaurant. (3) The location have a effect on customer loyalty of Padang Siang Malam Gombong Restaurant. (4) Product quality, price and location have a effect simultaneously (together) significant on customer loyalty at Padang Siang Malam Gombong Restaurant
Keywords: product quality, price, location and customer loyalty.