PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DI PISON PETITENGET

The current development of modernization in the tourism industry is increasing rapidly, which is influenced by the emergence of increasingly widespread business competitors in the food and beverage sector, one of which is Pison Petitenget. To maintain and increase customer loyalty, of course, business actors can pay attention to every factor that affects customer loyalty. For this reason, the purpose of this study is to analyze the effect of product quality, price and service quality on customer loyalty at Pison Petitenget.This research is a descriptive analysis research using a quantitative approach. Sampling using a purposive sampling method with a total of 100 respondents. Data collection was carried out using a Likert scale questionnaire. Data analysis techniques using multiple linear regression analysis. Hypothesis testing is done using the t test and f test.The results showed that: (1) product quality has a positive and significant effect on customer loyalty, obtained a t-count value of 5.502 and with a significance value of 0.000. (2) price has a positive and significant effect on customer loyalty, obtained a t-count value of 7.237 with a significance of 0.000. (3) service quality has a positive and significant effect on customer loyalty, obtained a t-count value of 2.134 and with a significance of 0.035. (4) product quality, price and service quality have a simultaneous (joint) effect on customer loyalty, this is evidenced by the f-count value of 138.608 and with a significance value of 0.000.