Keywords
kualitas pelayanan
media sosial
harga
loyalitas pelanggan
service quality
social media
price
customer loyalty
How to Cite
Abstract
The purpose of this study is to identify how word-of-mouth, service quality, social media, store atmosphere, facilities, and prices affect customer loyalty. This research uses primary data obtained from questionnaire responses distributed to customers of Warkop Kidol Lepen, Sumbergempol District, Tulungagung Regency. Warkop Kidol Lepen customers who have purchased at least 2 times as part of this research population. This research uses the Accidental Sampling type of the Non-Probability Sampling method. The sample used was 96 respondents. Validity and reliability tests, multicollinearity tests, coefficient of determination tests, stealth tests (f), partial tests (t), and classic assumption tests such as normality, autocorrelation, and heteroscedasticity tests are used to obtain and analyze data. The findings show that the variables of service quality, store atmosphere, facilities, and price have an impact on customer loyalty, whereas word of mouth and social media do not affect customer loyalty.
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