THE EFFECT OF PRICE, PRODUCTS QUALITY, SERVICE QUALITY, AND CUSTOMER TRUST ON CUSTOMER LOYALTY AT PT. BUMI ANDALAS BUILDING PEKANBARU
DOI:
https://doi.org/10.35145/lucrum.v6i2.6060Keywords:
Price, Product Quality, Service Quality, Customer TrustAbstract
The purpose of this study was to determine the effect of price, product quality, service quality, and customer trust on customer loyalty at PT. Bumi Andalas Pekanbaru Building. This study uses primary and secondary data. In this study, primary data were obtained directly from respondents by dividing questionnaires or lists of statements on a predetermined sample. Secondary data is generally in the form of evidence, historical records or reports arranged in published archives. The method used is multiple linear regression analysis with a sample of 100 respondents. The results of this study indicate that product quality, brand image, trust and product innovation have a significant positive effect on customer loyalty who have made purchases at PT. Bumi Andalas Building Pekanbaru.
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