Abstract
The number of different types of businesses that are starting to emerge in Indonesia shows that business development is now accelerating. As a result of the recent increase in the number of enterprises, a lot of businesses will confront strong rivalry in every aspect of their operations in today's market. As a result, every company must be adept and compete fiercely when dealing with competition. However, the predominant problem that could effects the company sustain is through there product quality, customer perception of price as well as customer satisfaction which could effect the customer loyalty. In aim to learn more about this issue, this reseacrh is intended to investigate the effects of product quality, perception of price and customer satisfaction on customer loyalty at CV Bintang Jaya Abadi, Medan. By using a quantitative approach, the sampling method is done by using the Lemeshow formula. Thus, the samples that were taken are 96.04 = 100 respondents. In analyzing all the data, SPSS 25.0 was being conducted in this research and the data was collected by distributing online questionnaires, the data measurement used the 5-point Likert scale to measure all (19) indicators. Besides that, multiple linear regression analysis was utilized in this reseacrh. Based on the results of this reseacrh, it shows that the Product quality (X1) and Customer Loyalty (Y) variables have negative and no significant effect. However, Perception of Price (X2), Customer Satisfaction (X3) and Customer Loyalty (Y) variables have positive and significant effect. This indicates that enterprise should take this factors in implementing the decision or technique towards the business performance in order to achieve the maximum results aswell as to improve the company development.
Highlights
As we know, the objective of forming a corporation is to ensure the company's survival through growth and profit maximization
Based on the table above, it shows the validity test of all independent variable (Product Quality, Perception of Price and Customer Satisfaction) and dependent variable (Customer Loyalty) is all valid, because the results shows all the rcount are bigger than rtable which means all the questionnaires are valid and eligible for future analysis
Multiple linear regression is used in this study, with the equation Y=7.249+0.013X1+0.459X2+0.433X3 indicating that for every 1% increase in product quality, consumer loyalty will increase by 0.013 percent and if the perception of price increases by 1%, consumer loyalty will increase by 0.459 percent
Summary
The objective of forming a corporation is to ensure the company's survival through growth and profit maximization. By the result of the recent increase in the number of enterprises, a lot of businesses will confront strong rivalry in every aspect of their operations in today's market. In today's era, many entrepreneurs have attempted to enter the market in a way that competes with the old enterprise, as they may have reinvented cheaper alternatives that necessitate new innovations in order to meet market needs. Those things could pose a significant threat to a company's survival, and if they are unable to adjust to these issues, they may have an deficient influence on the company's continuity
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