ANALISIS KERAGAMAN PRODUK, HARGA, KUALITAS PELAYANAN DAN GAYA HIDUP TERHADAP LOYALITAS PELANGGAN
Abstract
The purpose of this research is to analyze the influence of product diversity, price, service quality and lifestyle to the customers loyalty partial and simultaneous. The theory used in this research is the theory of product product diversity, price, service quality, lifestyle and customers loyalty. This type of research is descriptive quantitative and research design is explanatory. The population in this research is loyal consumers in Warung Kopi Cakwang. The samples used were 80 respondents, using the technique of non-probability sampling with purposive sampling approach. The analysis tool using multiple linear regression with SPSS software. Based on the research it was concluded that the diversity of product, price, quality of service and lifestyle influence on customer loyalty.
Key words: product diversity, price, service quality, lifestyle and customers loyalty
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