Pengaruh Harga dan Kualitas Produk terhadap Loyalitas Pelanggan di Pabrik Hanger Baju Desa Beji Kecamatan Ngunut Kabupaten Tulungagung

Abstract

In this era of globalization, every company is faced with increasingly strong competition in the business world. So companies must provide value and satisfaction to consumers by delivering quality products and services at competitive prices in order to achieve customer loyalty. This research aims to determine the effect of price and product quality on customer loyalty at the clothes hanger factory in Beji village, Ngunut sub-district, Tulungagung regency. The data collection method used is a questionnaire whose validity and reliability have been tested. The sample used was 109 respondents. The data analysis used was multiple linear regression analysis which had previously been carried out with the classical assumption test, then the t test, F test and coefficient of determination test with the help of the SPSS 20 for Windows program. The research results show that price partially influences customer loyalty with a value of tcount > ttable, namely 11.617 > 1.983 and a significance value of 0.000 < 0.05, while product quality influences customer loyalty with a value of tcount > ttable, namely 2.579 > 1.983 and a significance value of 0.011 < 0.05. Simultaneously there is an influence of price and product quality on customer loyalty at the clothes hanger factory in Beji Village, Ngunut District, Tulungagung Regency with a value of Fcount > Ftable, namely 138.589 > 3.0812 with a significance value of 0.00 < 0.05 and an influence of 78% and the remaining 22%. influenced by other factors outside the research.