Pengaruh Keragaman Produk, Persepsi Harga, Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada Penerbit Pt. Global Offset Sejahtera

Abstract

This study aims to analyze the effect of product diversity, price perception, service quality on customer loyalty at PT. Global Offset Sejahtera. The sample in this study is the customers of PT. Prosperous Global Offset as many as 65 people, obtained by using the Non Probability Sampling technique, namely saturated samples. The research data processing was carried out using a quantitative method, using the Validity Test and Reliability Test as the first step in testing research instruments. To prove the hypothesis used multiple linear regression analysis with significant F and t tests. The results showed that the results of the F test simultaneously identified product diversity, price perceptions, and service quality on customer loyalty and were supported by the results of Fcount > Ftable. Among the independent variables of product variety, price perception, and service quality which partially influence customer loyalty, the most dominant is price perception where the tcount is the largest and the significance value is lowest compared to the other variables.