INFLUENCE OF PRODUCTS, PRICE ON PURCHASE DECISION AND IMPACT ON CUSTOMER LOYALTY IN RINJAYA SHOPS SIDOARJO-INDONESIA

Abstract

The purpose of the study is to determine the effect of product quality, price, and purchasing decisions on loyalty at the Rinjaya Shop, Sidoarjo. Using the quantitative method, which is research that focuses on testing hypotheses with statistical analytic techniques and producing generalizable results. With a computed t-test of 1.993 > 1.987 and a significant value of > 0.05, the price variable affects purchasing decisions, indicating that there is an influence between price and purchasing decisions. It affects purchase decisions with a computed t-test of 4,774 > 1,987 and a significant value > 0.05 for product quality factors, indicating that there is an influence between product quality and purchasing decisions. With a t-test of 2.882 > 1.987 and a significant value of, the purchase choice variable influences consumer loyalty.