ANALISIS PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN

Abstract

The aim of this study was to examine the effect of service quality and price on customer loyalty at CV XYZ Semarang partially and simultaneously. This research was conducted because there were inconsistencies in the results of previous studies. The data used is secondary data using a sample of 96 samples. Sampling was carried out using purposive sampling. This study uses a quantitative approach and the analysis technique used is multiple linear regression analysis. The results showed that the independent variables of service quality and price on customer loyalty at CV XYZ Semarang partially and simultaneously.