PENGARUH PERSEPSI KUALITAS, E-WOM DAN LIFESTYLE TERHADAP LOYALITAS KONSUMEN CUCI SEPATU DI PUREVEL CLEAN SHOES DOLOPO

Thesis: "The Influence of Perceived Quality, E-WOM, and Lifestyle on Consumer Loyalty to Shoe Cleaning Services at Purevel Clean Shoes Dolopo"; Syahrul Ramadhani, Student ID 21415454, Management Study Program, Faculty of Economics, Muhammadiyah University of Ponorogo.

This study aims to determine and analyze the influence of perceived quality, electronic word of mouth (E-WOM), and lifestyle on consumer loyalty to shoe cleaning services. The background of this research is based on the growing trend of shoe care among the public, especially the younger generation, which demands service providers not only provide quality services but also build a positive image through digital media and adapt to consumers' lifestyles. As public interest in footwear care, especially shoes, increases, competition in the shoe cleaning service industry is intensifying, making understanding the factors influencing consumer loyalty crucial. The method used in this study is quantitative research using non-probability sampling techniques. This study employed a quantitative approach, utilizing primary data and collecting data through questionnaires distributed to 100 consumers of shoe washing at Purevel Clean Shoes Dolopo.

Keywords: Perceived Quality, E-WOM, Lifestyle, Consumer Loyalty