PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN (STUDI PADA PELANGGAN CAFE WARUNK UPNORMAL MALANG)

The purpose of the study was to examine the effect of product quality and price on customer loyalty to customers of Cafe Warunk Upnormal Malang. This study uses multiple linear regression analysis on 120 respondents who have been determined using a quota sampling technique as a sampling method using questionnaires for data collection. The results of the study reveal that product quality and price have a simultaneous positive and significant effect on customer loyalty, product quality has a positive and significant effect on customer loyalty, prices have a positive and significant effect on customer loyalt