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ANALISIS PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN (Studi pada Konsumen Sardo Swalayan Kota Malang)

Qomar, Nurul (2019) ANALISIS PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN (Studi pada Konsumen Sardo Swalayan Kota Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The main problem in this research is there are a lot of retail companies because of the demographic development in Malang. And a lot of spreading of retail companies in Malang City which causes inceasingly high competition which copes in various ways about attracting consumers. Sardo Swalayan is one of the most complete supermarkets in Malang that provides various types of needs, with relatively cheap prices and a strategic location to reach. This type of research uses quantitative research methods. The variables studied consisted of Service Quality (X1) and Price (X2) against Consumer Loyalty (Y). The source of the data is primary data with Likert scale or questionnaire. This study uses multiple linear regression analysis to determine whether there is an influence between service quality and price on consumer loyalty in Sardo Swalayan. The results showed that the two variables X had an influence of 71.1%, of which 28.9% were influenced by othervariables. Based on the results of research, service quality and price have a simultaneous influence on consumer loyalty in Sardo Swalayan, which shows that the two variables studied have an influence on consumer loyalty.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201510510311069
Thesis Advisors: M. Sri Wahyudi Suliswanto (10714100526), Arif Luqman Hakim (18030401990)
Keywords: Service Quality, Price, Consumer Loyalty, Multiple Linear Regression.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Faculty of Islamic Studies > Department of Islamic Economics (60206)
Depositing User: 201510510311069
Date Deposited: 21 Nov 2019 06:26
Last Modified: 21 Nov 2019 06:26
URI : http://eprints.umm.ac.id/id/eprint/56321

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