THE EFFECT OF PRODUCT VARIETY, PRICE, AND SERVICE QUALITY ON CUSTOMER LOYALTY (AN EMPIRICAL STUDY AT IKIO COFFEESHOPP MADIUN)

Kelvin Sidiq Dodiaz, Hari Purwanto, Wiwin Juliyanti

Abstract


This study aims to analyze the influence of product variety, price, and service quality on customer loyalty at Ikio Coffeeshop Madiun. The study employs a quantitative approach using a survey method involving 385 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with the aid of IBM SPSS Statistics software. The results indicate that price and service quality have a positive and significant effect on customer loyalty, whereas product variety does not have a significant effect. These findings suggest that price and service quality are crucial factors in enhancing customer loyalty, while product variety is not yet a determining factor.

Keywords: Product Variety, Price, and Service Quality in Relation to Customer Loyalty.


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References


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