Analisis Pengaruh Kualitas Produk, Harga Dan Pelayanan Terhadap Loyalitas Pelanggan Kartu Simpati (Studi Empiris Pada Mahasiswa Itb Widya Gama Lumajang)

Abstract

Communication is a process of interaction that is carried out between humans such as several people, organizations, lecturers to students, leaders and subordinates and so on. Customer loyalty as a customer's commitment to a brand, store, supplier based on a very positive attitude and is reflected in consistent repeat purchases. One of the existing problems is that students' interest in using simPATI cards is still lacking. This study aims to examine and analyze the effect of product quality, price and service on simPATI card customer loyalty at ITB Widya Gama Lumajang. This research uses side saturation technique with a sample size of 60 students, using quantitative methods and multiple linear analysis. The results showed that only service quality had a significant effect on customer loyalty, while product quality and price had no significant effect on loyalty.