Pengaruh Harga dan Kualitas Produk terhadap Loyalitas Konsumen pada CV Andhika Jaya Saint

Prayogi, Dwi Novi (2023) Pengaruh Harga dan Kualitas Produk terhadap Loyalitas Konsumen pada CV Andhika Jaya Saint. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this research was to determine the effect of price on consumer loyalty, the effect of product quality on consumer loyalty. This study uses a quantitative descriptive method. Data obtained from observations, questionnaires, interviews, and literature study by taking samples using purposive sampling technique totaling 100 respondents. For data analysis using statistical tests and calculations using multiple regression analysis which is calculated using the Statistical Product and Service Solution 26 (SPSS 26) program. Based on the results of the F test (Anova) obtained F count 5,956 with a significance level of 0.004 <0.05, it can be concluded that ho is rejected and ha is accepted, which means that the price and product quality variables simultaneously have a positive and significant effect on consumer loyalty at CV Andhika Jaya Saint . The results of the t test show that the price variable is -3.448 and the ttable value is 1.660, so tcount<ttable (-3.448 > 1.660) with a significance value (0.001 <0.05) then H01 is rejected and Ha1 is accepted which means that price partially has a significant effect on consumer loyalty and the tcount value of the product quality variable is -0.476 and the ttable value is 1.660 then tcount > ttable (-0.476 <1.660) with a significance value (0.635 > 0.05) then H02 is accepted and Ha2 is rejected which means that product quality partially has no significant effect on Consumer Loyalty.

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