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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Azriel, Aubrey
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Economics, Econometrics & Finance

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THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND E-WOM ON CUSTOMER LOYALTY AT NAMA BAIK CAFÉ SURABAYA Azriel, Aubrey; Sutanto, J.E
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 2 (2024): IJEBAR, VOL. 08 ISSUE 02, JUNE 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i2.13400

Abstract

This study aims to determine the influence of product quality, price, and E-WOM on customer loyalty at Nama Baik Café Surabaya. Design/methodology/approach – The population used is all café visitors in Surabaya, the number of which is unknown. This research uses a non-probability sampling method and purposive sampling technique. The required criteria are consumers of Nama Baik Café in Surabaya who have made a minimum of 2 transactions, aged between 21 and 50 years old, and have an Instagram account. Online questionnaires distributed to 150 respondents and the data was processed using SPSS 20 program. Findings – The results of the research analysis is, it is found that all the variables studied influenced customer loyalty significantly, either partially or simultaneously.
Co-Authors Sutanto, J.E