Pengaruh Kualitas Produk dan Diskon Harga terhadap Loyalitas di Toko Godspeed Jember

Abstract

The increasing competition in the fashion industry encourages business actors to pay greater attention to factors that can maintain customer loyalty. One of the efforts that can be made is by providing high-quality products and offering appropriate price discounts. This study aims to analyze the effect of product quality and price discounts on customer loyalty at Godspeed Store Jember. This study employs a quantitative approach with an explanatory research design. The population in this study consists of customers who are registered as members of Godspeed Store Jember and is classified as a finite population. The sampling technique used is non-probability sampling with a saturated sampling method, in which all members of the population are used as respondents, totaling 77 individuals. Data were collected through questionnaires and analyzed using the SPSS program. The results show that product quality and price discounts partially have a significant effect on customer loyalty. Furthermore, simultaneously, both variables also have a significant effect on customer loyalty. Based on the findings, it can be concluded that product quality and price discounts play an important role in influencing customer loyalty at Godspeed Store Jember.