Firmansyah, Rizky Arif (2025) Pengaruh Persepsi Harga,Variasi Produk, dan Kualitas Layanan Terhadap Loyalitas Konsumen Pada Warung Salire di Ngagel Surabaya. (The Influence of Price Perception, Product Variety, and Service Quality on Consumer Loyalty at Warung Salire in Ngagel Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to examine and analyze the influence of Price Perception, product variation, and Service Quality on Consumer Loyalty. This study uses a quantitative method, and the population involved in this research consists of consumers who have purchased more than once at Warung Salire Ngagel Surabaya, using the accidental sampling technique with a total of 100 samples collected based on predetermined criteria.In this study, the variables of price perception (X1), product variation (X2), and service quality (X3) are examined as independent variables, with customer satisfaction (Y) as the dependent variable. The data from this research were analyzed using multiple linear regression analysis with an F-test,. The results of this study indicate that 1) Price perception has a positive and significant effect on customer loyalty, 2) Product variation has a positive and significant effect on customer loyalty, 3) Service quality has a positive and significant effect on customer loyalty, 4) Price perception, product variation, and service quality collectively have a positive and significant effect on customer loyalty.The results of this study overall provide implications for business owners in conducting evaluations or planning to maximize and utilize consumer loyalty to enhance their business, enabling them to progress and survive in the highly competitive F&B sector, especially in major cities like Surabaya. In this case, the owners of Salire Warung must pay attention to how price perception can attract consumer loyalty because a good price perception can leave an impression on consumers. Product variation is influential because appealing product variations can increase consumer desire and loyalty. Additionally, the impact of good service quality can enhance consumer impressions during repeat purchases, thereby increasing consumer loyalty.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Price Perception, Product Variety, Service Quality, and Consumer Loyalty |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212100147 Rizky Arif Firmansyah |
| Date Deposited: | 22 Nov 2001 18:15 |
| Last Modified: | 22 Nov 2001 18:15 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/38147 |
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