THE EFFECT OF PRICE, SERVICE, AND LOCATION OF TRADITIONAL MARKETS ON CONSUMER LOYALTY IN WARU MARKET, SIDOARJO

Abstract

This study aims: (1) to determine the effect of price, service, and traditional market location to consumer loyalty in the Waru Sidoarjo market. (2) to know the most dominant dimension of its influence to consumer loyalty in the Waru Sidoarjo market. In this study using primary data. Primary data in this study was conducted through interviews using questionnaires. By using the accidental sampling technique, 60 respondents were involved in this study. This research conducted the data analysis test (validity test and reliability test), classical assumption test (multicollinearity test, heteroscedasticity test and normality test), multiple linear regression analysis and hypothesis test (t test and F test). The results of this study show that the variables price, service and location have a positive effect on consumer loyalty.