The Effect of Price Perception, Service Quality, and Product Diversity on Superindo Customer Loyalty in Surabaya
Keywords:
price perception, service quality, product diversity, customer loyaltyAbstract
This study aims to examine the effect of price perception, service quality, and product diversity on customer loyalty. The object of the research was conducted at Superindo in the city of Surabaya. This research uses accidental sampling technique and the sample is 100 respondents. The findings of this study are (1) price perception has a significant effect on customer loyalty; (2) service quality has no significant effect on customer loyalty; (3) product diversity has a significant effect on consumer loyalty; (4) perception of price, service quality, and product diversity simultaneously have a significant effect on customer loyalty.
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