@misc{eprints60800,
           title = {PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS 
LAYANAN TERHADAP LOYALITAS KONSUMEN 
(Survei pada Konsumen Kafe Kayu Manis Kota Metro)
},
          author = {1716051019 UUL FATMAWATI},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS ILMU SOSIAL DAN ILMU POLITIK},
            year = {2021},
             url = {http://digilib.unila.ac.id/60800/},
        abstract = {Penelitian  ini  bertujuan  untuk  mengetahui  pengaruh  harga,  kualitas  produk  dan 
kualitas  layanan  terhadap  loyalitas  konsumen.  Populasi  dalam  penelitian  ini 
adalah  semua  konsumen  Kafe  Kayu  Manis  Kota  Metro  dengan  100  responden. 
metode pengumpulan data menggunakan kuesioner. Teknik penelitian ini adalah 
purposive  sampling.  Dianalisa  menggunakan  regresi  linier  berganda.  Hasil 
analisis  data  menunjukkan  bahwa  secara  parsial  dua  variabel  independen,  harga 
(X1
)  dan  kualitas  layanan  (X
3
)  memiliki  pengaruh  signifikan  terhadap  loyalitas 
konsumen  Kafe  Kayu  Manis  Kota  Metro.  Namun,  kualitas  produk  (X
2
) 
berpengaruh  tidak  signifikan  terhadap  loyalitas  konsumen.  Secara  bersamaan, 
harga  (X
1
),  kualitas  produk  (X
2)  dan  kualitas  layanan  (X
3
)  memiliki  pengaruh 
signifikan  terhadap  loyalitas  konsumen  (Y).  Kesimpulan:  harga  dan  kualitas 
layanan berpengaruh terhadap loyalitas konsumen Kafe Kayu Manis Kota Metro. 
Kata Kunci : Harga, Kualitas Produk, Kualitas Layanan, Loyalitas
Konsumen 
ABSTRACT
THE EFFECT OF PRICE, PRODUCT QUALITY, AND SERVICE QUALITY 
ON CUSTOMER LOYALTY
(Survei of consumer Kayu Manis Cafe in Metro City)
By
Uul Fatmawati
This  research  was  aimed  to  find  out  the  effect  of  price,  product  quality,  and 
servive quality on customer loyalty. The population in this study is all consumers 
Kayu Manis Cafe in Metro City with 100 respondents. The method of collecting is 
quistionnaire data. The technique of the research is purposive sampling. Analyzed 
by  using  multiple  linear  regression.  The  result  shows  that  partially  two 
independent variabels, price (X
1) and service quality (X
3
) have a significant effect 
of consumer loyalty Kayu Manis Cafe in Metro City. However, the product quality 
(X
2
)  has no significant effect  on consumer loyalty (Y). Conclusion : the price and 
service quality have a significant effect of consumer loyalty  Kayu Manis Cafe in 
Metro City.
Keywords: Price, Product Quality, Service Quality, Customer Loyalty}
}