Price, Service Quality, and Product Diversity Perceptions and Customer Loyalty at Nahdiana Ketanggungan Printing, Brebes Regency
DOI:
https://doi.org/10.24905/icobis.v2i1.76Keywords:
Price Perception, Service Quality, Product Diversity, Customer Loyalty, PrintingAbstract
This study aims to analyze the influence of price perception, service quality perception, and product diversity perception on customer loyalty at Nahdiana Printing, Ketanggungan, Brebes Regency. A quantitative approach was employed, collecting data through questionnaires distributed to 100 respondents selected via purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS version 22. The results show that price perception, service quality perception, and product diversity perception each have a positive and significant partial effect on customer loyalty (sig. 0.002, 0.001, and 0.033, respectively). Simultaneously, the three variables significantly influence customer loyalty (sig. < 0.001), explaining 48.5% of its variation (adjusted R square). Among the three variables, service quality perception emerged as the most dominant factor, underscoring the critical role of responsive, accurate, and friendly service in retaining customers of printing businesses. These findings contribute to the understanding of consumer behavior in the printing service sector and provide practical guidance for Nahdiana Printing in strengthening customer loyalty management.
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