|
Abstract:
|
The development of the digital age as it is today is very modern. So that makes
business people have to think more broadly. The rapid development of industry 4.0
in Indonesia is demonstrated by more and more online shops (olshops) appearing
aggressively. Now many new olshops offer a wide range of products at lower prices,
this can cause stiff competition to increase sales This research aims to determine
the effect of service quality, product quality and price on customer loyalty. Merode
in this study used quantitative research by observing and sharing questionnaires
online to Olshop Pelangi Store customers through Facebook Pelangi Store and
Whatsapp owner Rainbow Store. The results of this study state that the variables of
service quality, product quality and price significantly affect the customer loyalty
variable, this is seen from the F test result of 134,997 with a probability value of
0.000<0.05. In the t test on the service quality variable did not significantly affect
customer loyalty because thitung less than the table which was 1.867>1,984. The
product quality variable has a significant effect on customer loyalty because it is
greater than the table of 3,119>1,984. And the price variable has a significant
effect on customer loyalty because thitung is larger than the table which is
4.727>1,984. |