The Influence of Product Quality, Service Quality, and Price on Customer Loyalty at Bandung Fashion Store, Pasir Pengaraian
DOI:
https://doi.org/10.0000/JMEBIS.v1.i2.a62Keywords:
product quality, service quality, price, customer loyaltyAbstract
This study aims to analyze the effect of product quality, service quality, and price on customer loyalty at Bandung Fashion Store, Pasir Pengaraian, Rokan Hulu Regency. The research employs an associative quantitative approach, with a sample of 100 customers determined through purposive sampling and the Slovin formula from a population of 11,329 buyers over 2023–2025. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, following validity, reliability, and classical assumption tests. The results show that product quality has a positive and significant partial effect on customer loyalty (t = 3.113; sig. = 0.002), service quality has a positive and significant partial effect (t = 18.926; sig. = 0.000), and price has a positive and significant partial effect (t = 10.862; sig. = 0.000). Simultaneously, product quality, service quality, and price have a significant effect on customer loyalty (F = 483.669; sig. = 0.000), with an Adjusted R Square of 0.936, indicating that the three variables jointly explain 93.6% of the variance in customer loyalty. These findings suggest that service quality is the most dominant driver of loyalty at Bandung Fashion Store, followed by price and product quality, and offer practical implications for strengthening staff responsiveness during peak hours, maintaining fabric-durability quality control, and expanding budget-friendly product options to sustain and grow the store's loyal customer base.
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