Pengaruh harga dan minat beli terhadap loyalitas pelanggan

  • Intan Permata Suri Program Studi Manajemen, Universitas Muhammadiyah Sumatera Utara

Abstract


  • Purposes - The purpose of this study is to analyse effect of prices on buying interest; effect of prices on customer loyalty; influence of buying interest on customer loyalty; and the effect of prices on customer loyalty on buying interest.

  • Methods - This study was using a quantitative approach, especially correlational research. Data were collected from 57 customers as research samples. Sampling in this study was using probability sampling, especially accidental sampling, and data analysis techniques in this study were using path analysis.

  • Findings - This study produced several findings, including: First, prices had a positive and significant effect on buying interest. Second, prices had a positive but not significant effect on customer loyalty. Third, buying interest had a positive and significant effect on customer loyalty. Fourth, prices did not directly affect customer loyalty, but it mediated by buying interest

  • Keywords - Price, buying interest, customer loyalty.

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Published
2018-09-05
How to Cite
SURI, Intan Permata. Pengaruh harga dan minat beli terhadap loyalitas pelanggan. Jurnal Riset Sains Manajemen, [S.l.], v. 2, n. 1, p. 39-48, sep. 2018. ISSN 2597-4726. Available at: <https://ejurnal.id/index.php/jsm/article/view/196>. Date accessed: 20 june 2021.
Section
Articles