THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND E-WOM ON CUSTOMER LOYALTY AT NAMA BAIK CAFÉ SURABAYA

THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND E-WOM ON CUSTOMER LOYALTY AT NAMA BAIK CAFÉ SURABAYA

product quality, price, E-WOM, and customer loyalty.

This study aims to determine the influence of product quality, price, and E-WOM on customer loyalty at Nama Baik Café Surabaya. Design/methodology/approach – The population used is all café visitors in Surabaya, the number of which is unknown. This research uses a non-probability sampling method and purposive sampling technique. The required criteria are consumers of Nama Baik Café in Surabaya who have made a minimum of 2 transactions, aged between 21 and 50 years old, and have an Instagram account. Online questionnaires distributed to 150 respondents and the data was processed using SPSS 20 program. Findings – The results of the research analysis are, it is found that all the variables studied influenced customer loyalty significantly, either partially or simultaneously.

Aubrey Azriel1, J.E Sutanto2

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024-06-29

PERI IRAWAN

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