Pengaruh Citra Toko, Persepsi Harga, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada Toko Sparepart Sinar Bahagia Yosowilangun

Abstrak

The purpose of this study was to determine how store image, perceived price, and service quality impact customer loyalty at the Sinar Bahagia Yosowilangun Spare Parts Store. This research uses quantitative methods. Data was collected through distributing questionnaires to eighty people who answered. This study uses purposive sampling techniques, and the population cannot be determined. This study tests the hypothesis using multiple linear regression analysis methods. The results of the partial test or t test are as follows: store image does not affect customer loyalty at Sinar Bahagia Yosowilangun Sparepart Shop; price perceptions do not affect customer loyalty at Sinar Bahagia Yosowilangun Sparepart Shop; and the coefficient of determination (R2) is 0.327 or or 32.7% customer loyalty can be influenced by service quality, price and store image the rest is influenced by other variables not explained in this study such as location, interest and others.