PENGARUH STRATEGI PROMOSI DISKON, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN PRODUK MAKANAN CEPAT SAJI
DOI:
https://doi.org/10.51195/iga.v16i2.114Keywords:
discount promotion, price perception, , product quality, customer loyaltyAbstract
This study aims to determine the effect of discount promotion strategies, price perception, and product quality on customer loyalty. This research uses a quantitative approach with an associative method. The population in this study consists of consumers who have made purchases, with a sample of 100 respondents selected using purposive sampling technique. Data were collected through questionnaires using a Likert scale. The data analysis techniques include validity test, reliability test, classical assumption test, and multiple linear regression analysis using statistical software. The results show that discount promotion strategies, price perception, and product quality partially have a positive and significant effect on customer loyalty. Simultaneously, these three variables also have a significant effect on customer loyalty with a coefficient of determination of 54%. Based on the findings, it can be concluded that improving discount promotion strategies, positive price perception, and high product quality can enhance customer loyalty
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