PENGARUH PRODUCT QUALITY DAN PRICE TERHADAP CUSTOMER LOYALTY PADA UD HILYAH BAKERY NEGERI BATU MERAH KECAMATAN SIRIMAU KOTA AMBON

Abstract

The purpose of this study was to find out how the influence of Product Quality and Hilyah Bread Prices on Customer Loyalty at the Hilyah Bakery Trading Business, Batu Merah District, Sirimau District, Ambon City. The analysis technique used in this study was Multiple Linear Regression Analysis with a sample of 49 people. The results of the analysis show that partially (t test) it is known that the value of t count (0.981) < t table (1.678). This means that the independent variable, namely Product Quality (X₁), has no positive and significant effect on Customer Loyalty. On the other hand, the value of the price variable (X₂) t count (6.070) > t table (1.678) has a positive and significant effect on the dependency variable (Customer Loyalty)