Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Loyalitas Pelanggan (Studi Kasus di Olshop Pelangi Store)

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 shown by the number of online shops that appear aggressively. Now that many new olshops offer a variety of products at lower prices, this gives rise to stiff competition to increase sales. This research aims to determine the effect of service quality, product quality and price on customer loyalty. The method in this study uses quantitative methods by observing and distributing questionnaires to Olshop Rainbow Store customers through Facebook and Whatsapp Rainbow Store. The results of the study stated that the variables of service quality, product quality and price significantly affect the customer loyalty variables, this is seen from the F test result of 134,997 with a probability value of 0.000<0.05. On the test t variable the quality of service did not significantly affect customer loyalty because thitung less than the table which was 1.867<1,984.