Analisis Loyalitas Pelanggan dilihat dari Kualitas Produk dan Harga pada Pelanggan Rokok Gudang Baru Malang

Abstract

This  study  aims  to  determine:  1)  The  positive  effect  of  product  quality  on customer loyalty, 2) The positive effect of price on  customer loyalty, 3) The influence of product quality and price simultaneously or together on customer loyalty Cigarettes Gudang Baru, Kepanjen, Malang Regency. The sampling technique used was random sampling. Data was obtained by distributing questionnaires about product quality, price, and customer loyalty to 100 respondents. Data analysis using Multiple Regression Test. The results of the study show 1) Service quality has a positive effect on customer loyalty, 2) Price has no effect on customer loyalty, 3) Service quality and price simultaneously or jointly affect customer loyalty for Gudang Baru cigarettes