SKRIPSI: Pengaruh Kualitas Produk, Harga, Kualitas Layanan, dan Keragaman Produk terhadap Loyalitas Pelanggan Mie Ngaco Wonosari

PRAMISWARI, Denokki (2024) SKRIPSI: Pengaruh Kualitas Produk, Harga, Kualitas Layanan, dan Keragaman Produk terhadap Loyalitas Pelanggan Mie Ngaco Wonosari. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of product quality, price, service quality and product diversity on Mie Ngaco Wonosari customer loyalty. The research method used in this research is a quantitative method. The data collection method uses a questionnaire with a sampling technique using a purposive sampling technique. The sample in this study was 127 respondents who were Mie Ngaco Wonosari consumers who had purchased at least twice in less than one year, and were at least 16 years old. The results of this research show that product quality has a positive and significant effect on customer loyalty, price has a positive and significant effect on customer loyalty, product quality has a positive and significant effect on customer loyalty, and product diversity has a positive and significant effect on customer loyalty.

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