PENGARUH KUALITAS PRODUK, HARGA DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN FIGHTER CONVECTION KABUPATEN TRENGGALEK

This research is quantitative, which aims to determine the relationship between the variables of product quality, price and satisfaction on customer loyalty Fighter Convection Trenggalek Regency. The research sample consisted of 90 customers obtained from the calculation using a non-probability sampling technique. The primary data of the research is the result of respondents' answers from the questionnaire statements, which are then analyzed by multiple linear regression analysis and analysis of the coefficient of determination. The results of this study are: (1) Product quality has a significant effect on customer loyalty Fighter Convection Trenggalek Regency, (2) Price has a significant effect on customer loyalty Fighter Convection Trenggalek Regency, (3) Satisfaction has a significant effect on customer loyalty Fighter Convection Trenggalek Regency, (4) Simultaneously product quality, price and satisfaction have a positive and significant effect on customer loyalty, (5) Satisfaction is the most dominant variable affecting customer loyalty in Fighter Convection Trenggalek Regency.