The influence of product quality, service, word of mouth (WOM) and price on consumer loyalty
Abstract
The This study aims to determine the effect of product quality, service, Word of Mouth (WOM) , price , simultaneously on consumer loyalty . The population in this study were consumers of the Sulistio Rahayu Shop in East Sukadana Village, Sukadana District, East Lampung Regency, Lampung who had bought gamis products at the Sulistio Rahayu Shop more than twice. This research is homogeneous, where the entire population has the same opportunities for consumer loyalty . The design used in this study is a causal research design. The research method used is a qualitative research method based on post-positivism philosophy. This research uses the Cronbach's Alpha reliability test technique. The data that has been collected is processed in the form of numbers and analyzed quantitatively by testing the hypothesis with the analytical model used, namely the SPSS Statistics 26 software . The results of the statistical software data processing analysis show R 2 of 0.823 meaning that there is an influence of product quality, service, word of mouth (wom) and price on consumer loyalty at Sulistio Rahayu Stores of 82.3%, the rest is influenced by other factors. The alternative hypothesis Ha is accepted and Ho is rejected, meaning that the value of product quality is 0.055 so there is no positive and insignificant effect between product quality and consumer loyalty at Sulistio Rahayu Stores. Furthermore, the service value is 0.118, the value of word of mouth (wom) and the price value is 0.526 so that it can be said that there is a positive and significant influence between service, word of mouth (wom) and price on consumer loyalty at Sulistio Rahayu Stores.
Full Text:
PDFReferences
Andra Tersiana. 2018. Research Methods . Yogyakarta: Yogyakarta Publisher.
Arikunto, S. 2019. Research Procedures A Practice Approach. Jakarta: Rineka Cipta.
Bulan, TPL 2019. The effect of service quality and price on consumer loyalty at PT. Tiki Jalan Nugraha Ekakurir Langsa City Agent . Journal of Management and Finance , 5 (2), 592-602.
Cholid Narbuko and H. Abu Achmadi. 2017. Research Methodology . Jakarta: Earth Script.
Eri Mahardika, Pradigar. (2021). THE INFLUENCE OF PRODUCT QUALITY, PRICE AND SERVICE QUALITY ON CONSUMER LOYALTY (Case Study at Utan Kayu Selatan Restaurant) (Doctoral dissertation, Indonesian College of Economics, Jakarta).
Ghozali. 2018. Application of Multivariate Analysis with the SPSS Program. Semarang: Diponegoro University.
Huda, OK, & Nugroho, AT 2020. The Effect of Word of Mouth and Brand Image on Customer Loyalty of Oppo Smartphones Mediated by Brand Trust. Journal of Entrepreneurial Development , 22 (02), 141-150.
Handoko. 2019. Marketing Management . Jakarta: IPWI issuing body.
Hardiansyah. 2017. Quality of Public Services. Yogyakarta: Media Style
Jill. Griffins. 2015. Customer Loyalty Revised Edition . Jakarta: Erlangga.
Cashmere. 2017. Excellent Customer Service : Depok. PT Raja Grafindo Persada.
Kotler, P., & Armstrong, G. 2012. Marketing Principles. Jakarta: Erlangga.
______. 2015. Marketing Principles. Jakarta: Erlangga.
Kotler, P. 2019. Marketing Management in Indonesia: Analysis, Implementation Planning and Control. Jakarta: Salemba Empat
Kotler P., & Keller, KL 2019. Marketing Management. Jakarta: Erlangga Publisher.
Kusaeri. 2018. Educational Measurement and Assessment. Yogyakarta: Science Graha.
Lupiyoadi, Rambat,. 2016. Service Marketing Management Theory and Practice, First Edition. Jakarta: Salemba Empat
McGraw Hill, Sernovitz,. 2018. Word Of Mouth Marketing : Jakarta.
Nidjo, Sandjojo,. 2017. Path Analysis Method and Its Applications,
First Print. Jakarta: Sinar Harapan Library Publisher.
Oliviana, M., Mananeke, L., & Mintardjo, C. 2017. The Effect of Brand Image and Word of Mouth on Consumer Loyalty at Rm. awesome Wanea . EMBA Journal: Journal of Economics, Management, Business and Accounting Research , 5 (2).
Oliver. 2014. Whence Consumer Loyalty: Journal of Marketing (Special Issue), 63, 33- 44
Pongoh, ME 2013. Service quality, product quality and price influence customer loyalty as Telkomsel Telkomsel customers in Manado City. EMBA Journal: Journal of Economics, Management, Business and Accounting Research , 1 (4).
Priansa, DJ 2017. Integrated Marketing Communication. Bandung : Faithful Library
Priyotno, Marzuki, & Soesatyo, Y. 2016. Influence of Motivation and Discipline on the Performance of Employees (Studies On CV Eastern Star Home in Surabaya). PGRI Surabaya University. Journal Of Global Economics, Management and Business Research. October 2015.
Purba, lili sari A., & Harahap K. (2015). e. Journal of Chemical Information and Modeling, 53(9),1689-1699.
Putra, HA, & Ngatno, N. 2017. The Effect of Service Quality on Consumer Loyalty Through Consumer Satisfaction as an Intervening Variable (Case Study on Consumers of Pt. Lontar Media Digital Printing Semarang) . Journal of Business Administration , 6 (4), 68-75.
Rajab, A., & Nora, L. 2021. THE INFLUENCE OF PRODUCT QUALITY ON CONSUMER LOYALTY WITH CUSTOMER SATISFACTION AS MEDIATION (Study on Holland Bakery Consumers in Jabodetabek). Journal of Muhammadiyah Business Management , 2 (2), 73-84.
Redo, F., & Iskandar, DA (2018). Effect of brand image and product quality on consumer loyalty futsal shoes. Journal of Strategic Management and Business Applications , 1 (1), 69-78.
Samplean, AG, Oroh, SG, & Moniharapon, S. 2015. The effect of service quality, product quality and price policy on consumer loyalty to Kawan Baru Mantos Manado . EMBA Journal: Journal of Economics, Management, Business and Accounting Research , 3 (3).
Schiffman, LG, and LL Kanuk. 2017. Consumer Behavior. 7th Edition.
Siregar, Syofian. 2013. Quantitative Research Methods: Equipped with a Comparison of Manual Calculations & SPSS First Edition. Jakarta: Kencana.
Rahayu, S. (2021). STRATEGIES TO IMPROVE ATTITUDE LOYALTY AND PURCHASE LOYALTY . Adab Publisher.
Sugiyono. 2017. Business Research Methods: Quantitative, Qualitative and R and D Approaches. Bandung: Alfabeta.
______ . 2018. Quantitative, qualitative and R&D Research Methods. Bandung: Alphabet
Supranto, J. 2019. STATISTICS: THEORY AND APPLICATION Seventh Edition. Jakarta: Erlangga.
Swastha, Basu. 2018 . Azaz-Azaz Marketing. Yogyakarta: BPFE
Tjiptono. 2012. Modern Marketing Management. Second edition, ninth printing. liberty. Yogyakarta: Methodology of the Panel
Utami, ND, & Oetomo, HW 2015. The Effect of Product Quality, Service, Price and Location on Loyalty with Satisfaction as Intervening Variables. Journal of Management Science and Research (JIRM) , 4 (5).
Widayatma, CP, & Lestari, SP 2019. The Effect of Product Quality on Consumer Loyalty with Consumer Satisfaction as an Intervening Variable (Case Study on Kendal Culinary Rifa). Acitasa Fiber , 7 (3), 25.
Zahroh, U., & Oetomo, HW (2018). Effect of Product, Word of Mouth, Location on Consumer Loyalty Through Consumer Satisfaction. Journal of Management Science and Research (JIRM) , 7 (3).
DOI: https://doi.org/10.31315/jubir.v2i2.9907
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Contact Us:
|