The Impact of Socio-Economic Factors, Service Quality, and Price Perception on Consumer Loyalty at the Auto2000 Jatiasih
DOI: 10.35760/ugefic.v8i1.179Abstract
Customer loyalty is a strong commitment to make a purchase of a particular product or service in the future. To create customer loyalty, it can be seen from several factors, one of which is by paying attention to the socio-economic profile of the customer, price perception, and the quality of the services provided.The purpose of this study was to analyze the influence of Socioeconomic Factors, Price Perception, and Service Quality on Loyalty and to determine which variables are most influential in influencing customer loyalty at the Auto2000 Jatiasih After-Sales Service Unit.The analysis method used in this study was quantitative primary data. The testing phases used were the outer model, inner model, and hypothesis testing using the partial least squares (PLS) method. The data used in this study were a questionnaire instrument, and valid data were collected from 100 respondents. The sampling method used in this study was non-probability sampling with a purposive sampling technique..The results showed that the socioeconomic factors variable had no effect on customer loyalty, while price perception and service quality did influence customer loyalty. The most dominant variable influencing customer loyalty was service quality.
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