The Effect of Product Quality and Price On Gen Z Customer Loyalty to Oppo Brand Smartphones in Mataram City

This study is entitled The Influence of Product Quality and Price on Gen Z Customer Loyalty on Oppo Brand Smartphones in Mataram City. This study aims to test and analyze the influence of product quality and price on customer loyalty to OPPO brand smartphones. The type of research used is associative research. The population and sample in this study were all residents of Mataram City born between 1997 and 2012 who use OPPO brand smartphone products. The data collection technique was a questionnaire with a data collection tool in the form of a questionnaire, and then the data was analyzed using multiple linear regression analysis. The results of this study indicate that the product quality variable does not affect customer loyalty, while the product price variable has a significant positive effect on customer loyalty.