Analisis Pengaruh Kualitas Pelayanan, Harga, dan Suasana Toko terhadap Peningkatan Loyalitas Pelanggan pada Toko Snack UD. Bunda Ida

Abstract

This study aims to analyze the effect of service quality, price, and store atmosphere on customer loyalty at UD. Bunda Ida Snack Shop. A sample of 170 respondents was obtained using convenience sampling technique. Primary data were collected through questionnaires and analyzed using multiple linear regression via SPSS 24.0. The results of the t-test and F-test showed that the three independent variables had a positive and significant effect on customer loyalty, both partially and simultaneously. The price variable has the most dominant influence. 94.9% of customer loyalty is explained by these three variables, the rest is influenced by other factors.