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Asmaul Husna
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Journal : Economic Education Analysis Journal

 1 
Price and Service Quality as Determinants of Customer Loyalty: Evidence from Warung Kopi Alkautsar Asmaul Husna; Alfi Syahril Fj; Yeyen Servia; Amrusi; Musfiana; Achmad Mustofa
Economic Education Analysis Journal Vol. 14 No. 3 (2025): Economic Education Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/eeaj.v14i3.33373

Abstract

Customer loyalty reflects a customer’s commitment to repurchase products or services. This study analyzes the influence of price and service quality on customer loyalty at Alkautsar Grong-Grong Coffee Shop. Using a quantitative approach, data were collected through questionnaires from 80 respondents determined by the Slovin formula (5% error margin) from a population of 100 customers. Data analysis involved classical assumption tests, multiple linear regression, and hypothesis testing using t-test, F-test, and the coefficient of determination (R²). The results show that price significantly affects customer loyalty with t-value 4.802 > t-table 1.99125 and sig. 0.000 < 0.05. Service quality also significantly affects loyalty with t-value 5.510 > t-table 1.99125 and sig. 0.000 < 0.05. Simultaneously, price and service quality influence loyalty with F-value 20.862 > F-table 3.12 and sig. 0.000 < 0.05. The R² value of 0.334 (33.4%) indicates that customer loyalty is explained by price and service quality, while 66.6% is influenced by other factors. Thus, competitive pricing and superior service quality enhance customer loyalty.
Co-Authors , Junaidi Abd Rasyid R Abdullah Abdullah Ach. Sayyi Achmad Mustofa Adi Saputra Adji Suradji Muhammad Agustin Nurhayati Ahmad Abdul Mutalib Ahmad Affandi Ahmad Fauzul Hakim Hasibuan Ahmad Syai Ahmad Syakir Akila Humaira Alfi Syahril FJ Alfroki Marta Aminuyati Amrusi Andi Ainun Mardiah AS Andi Fairus Nizam Andika, Fauziah Andriani Anggreiny Jayanti arkana musfila Arpizal Arpizal Arsan Kumala Jaya Ayu Andini Basri " Beddu, Rahmawati Burhan Latif Cut Lika Mestika Sandy Dahrul Aman Harahap Ramses Daniel Dikman Simangunsong David Fernanda Della Julita Devi Agustia Dhirah, Ulfa Husna Dian Purnamasari Dira Ernawati Djumhar Kadir Dyan Anggrea Ningrum E Elwina Eka Suswaini Ekatri Ayuningsih Endang Mulyani Eny Fuskhah F Fachraniah Fahmi Sulaiman Fany Puspita Sari Tampubolon Faradill Safitri Faradilla Safitri, Faradilla Farida Fatma Sari Hutagalung Firdasari Fitrah Amelia Fitri Dian Ningsih H.A, Ismail Hanafi Siregar Haryadi Haryadi Hendra Aiyub Hendrizal Hepi Ikmal Hesti Desba Yesa Hijriana Ramadani Ima Andriyani Imraatul hasanah Inchinia Angger Rowin, Inchinia Angger Irfan Danil Irfan Syahputra Irman Irman Irsan Saputra Ismail Ismawan Ismawan Iza Faridatul Amalia Jasri Jefri Saputra Jodi Kasmanila Kasmanila Khairun Nisa Simanjuntak La Ode Hamiru Laraswaty Beu Lely Masthura Lindawati Lindawati M. Hafis Galih P Mahbuby, Achmad MARDIANA Maulida Maulida Meti Zulyana Mifta Yunisa Mikial Mindi Richia Putri Mirna Yulia Muhammad Ali Muhammad Ari Rifqi Muhammad Azali Bin Muhammadon Muhammad Dafa Khoiry Muhammad Firdaus Muhammad Rahmatullah Muhammad Ruslan Musfiana Muslim Zainuddin Mustafa Kamal Mustaming Myaskur Nada Ayu Satria Nadila Nadya Febriani Mokerze Nailul Himmi Hasibuan Nanda Rizki Nasrawati Nasrawati, Nasrawati Nina Agustyaningrum Nisa Febriyanti Tanjung Nizam Ubaidilah Novayanti Sopia Rukmana Novianti Novianti Nur Alifa Nur Rahmi Nurul Akmal Nuzulul Rahmi, Nuzulul Panca Satria Putra Pera Agustina Putra, Ahmad Fatoni Dwi Putry Hendriyani Rahmat Rahmat Rahmat Rahmati Rahmati Rahmati Rahmi Rasyid Ridho Harahap Raudhatun Sakdiah Reinita Reni Anggraini Renita Multiani Repia Ratna Riri Hanifa Rismansyah Riyan Septiano Rizki Alamsyah Dafa M Nur Ruwanti, Sri S. Surahmanto Safira, Suci Aulia Sahbainur Rezeki Saiful Bahri Salman Nasution Samsul Bahri Santi Sari Devi Santi Sari Devi Manurung Septa Aryani, Dwi Servo Sari Shinta Riski Amanda Simanjuntak, Friska Yanti Siti Fadillah Siti Muthmainah Sitti Muthmainnah Soraya Mashtura Hassan Soraya Masthura Hassan Sri Eka Wulandari Sri Oktaviani Nababan sri sudiarti Sry Putri Handayani Suarni Suryani Murad Suryo Hartanto Syahrul Wahyudi Syahwan Hamdany T. Muntazar Tara Arini Taufik Hidayat Tiara Monaliza Titin Kaltim TM Nur Ubaidillah, Nizam Ulil Amri Manik Veithzal Rivai Zainal Veny Wilya Wanahwanah, Andi Nurwanah Widya Sirait Yeni Rachmawati Yesi Anita Yesi Gusmania Yesi Gusmania Yeyen Servia Yolanda Yudhi Hanggara Yuhdi Fahrimal Yulidar Yulidar Yulli Fety Zubaidah Hanum