PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS KONSUMEN (STUDI USAHA TAHU TEMPE BAPAK ADI BINTAN CENTRE BATU IX TANJUNGPINANG)

Abstract

This study aims to determine the effect of product quality, price perception, trust on consumer loyalty (Tofu Tempe Business Study Mr. Adi Bintan Center Batu IX Tanjungpinang), The population in this study was 100 consumers using the Probabibility Sampling technique, namely Simple Random Sampling, namely the sampling technique. sample using the slovin formula. The criteria used as samples in this study were consumers who bought tofu and tempeh belonging to Mr. Adi Batu IX Tanjungpinang, so the number of samples was 100 respondents. This type of research is quantitative research. The questionnaire was tested for validity and reliability. Data were analyzed using multiple linear regression analysis, including t test, f test and coefficient of determination. The research was conducted using SPSS Version 26 . The results showed that partially Product Quality (X1) and Trust (X3) variables had a significant effect on consumer loyalty. While the price perception variable (X2) has a significant negative effect on consumer loyalty. The results of the F test obtained that the value of Fcount 45.292 with Ftable 2.70 identifies that the product quality variables (X1), Price Perception (X2), Trust (X3) simultaneously have a significant effect on consumer loyalty (Y). Based on the coefficient of determination test, about 57.3% of consumer loyalty variables are influenced by product quality variables (X1), price perceptions (X2), and trust (X3). The remaining 42,7.% is influenced by other factors not described in this study.