ANALISIS PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN (Studi pada Konsumen Sardo Swalayan Kota Malang)
| Main Author: | Qomar, Nurul |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/56321/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/56321/27/BAB%20I.pdf http://eprints.umm.ac.id/56321/28/BAB%20II.pdf http://eprints.umm.ac.id/56321/29/BAB%20III.pdf http://eprints.umm.ac.id/56321/30/BAB%20IV.pdf http://eprints.umm.ac.id/56321/32/LAMPIRAN%20%281%29.pdf http://eprints.umm.ac.id/56321/63/BAB%20V.pdf http://eprints.umm.ac.id/56321/ |
Daftar Isi:
- The main problem in this research is there are a lot of retail companies because of the demographic development in Malang. And a lot of spreading of retail companies in Malang City which causes inceasingly high competition which copes in various ways about attracting consumers. Sardo Swalayan is one of the most complete supermarkets in Malang that provides various types of needs, with relatively cheap prices and a strategic location to reach. This type of research uses quantitative research methods. The variables studied consisted of Service Quality (X1) and Price (X2) against Consumer Loyalty (Y). The source of the data is primary data with Likert scale or questionnaire. This study uses multiple linear regression analysis to determine whether there is an influence between service quality and price on consumer loyalty in Sardo Swalayan. The results showed that the two variables X had an influence of 71.1%, of which 28.9% were influenced by othervariables. Based on the results of research, service quality and price have a simultaneous influence on consumer loyalty in Sardo Swalayan, which shows that the two variables studied have an influence on consumer loyalty.