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All Journal Jurnal Manajemen Bisnis Kewirausahaan
Dwi Rumaisah Hasibuan
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Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Harga, Citra Merek dan Pelayanan Terhadap Loyalitas Pelanggan Usaha Toko Roti Bunda Habib Dwi Rumaisah Hasibuan; Junita Lubis; Nova Jayanti
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i1.2074

Abstract

This study aims to determine the effect of product quality, price, brand image and service on customer loyalty. The sample in this study was 100 respondents, namely customers of Bunda Habib bakery. This study uses validity test, reliability test, classical assumption test, multiple linear regression test, t test, F test, and coefficient of determination using SPSS 24. The results of the study indicate that product quality partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, Price partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, Brand image partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, Service partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, and Product quality, price, brand image and service simultaneously have a positive and significant effect on customer loyalty at Bunda Habib Bakery
Co-Authors Junita Lubis Nova Jayanti