KUALITAS PELAYANAN, HARGA, LOKASI DAN IMPAKNYA PADA LOYALITAS PELANGGAN DI FORTUNELLA COLLECTION GRESIK

Abstract

Purpose- This study aims to examine and prove the effect of service quality, price and location on customer loyalty at Fortunella Collection Gresik clothing store. And this study also aims to analyze the most dominant factor influencing customer loyalty at Fortunella Collection Gresik. The formulation of the problem raised in this study is whether service quality, location, price partially and simultaneously affect customer loyalty at the Fortunella Collection Gresik store.

Method- The population used in this study are consumers who have been or who come to the Fortunella Collection Gresik store. The sample in this study were 98 respondents and the technique used was purposive Non-probability sampling technique. The data collection method used is a questionnaire. The analysis method used in this study is instrument test (validity test and reliability test), descriptive percentage analysis, classical assumption test, multiple regression analysis, hypothesis testing and the coefficient of determination using SPSS.

Finding- This study shows that the variables of Service Quality, Price, and Location each have a partial influence on Customer Loyalty at the Fortunella Collection clothing store in Gresik. In addition, these three variables also have a significant simultaneous effect on Customer Loyalty.

Implication- Fortunella Collection is advised to continuously improve service quality, set competitive prices, and maintain a convenient location in order to retain and enhance customer loyalty.

Keywords: Service Quality, Location, Price, Customer Loyalty