PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS KONSUMEN BERAS DI UD. BS. MAKMUR

This research was conducted to determine and analyze the influence of product quality and price on purchasing decisions. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. A sample of 160 was carried out using purposive sampling. Multiple linear regression analysis technique. Results Based on the results of the research and discussion, it can be concluded that product quality has a positive and partial effect on consumer loyalty. This means that the better the product quality, the more loyal consumers will be. Price has a positive and partial effect on employee performance. This means that the more reasonable the price, the more loyal consumers will be. Product quality and price have a simultaneous effect on consumer loyalty. This means that the better the product quality and the more reasonable the price, the more loyal consumers will be.