The Influence of Service Quality and Price on Customer Loyalty at PT Londria Karya Gemilang
Abstract
Purpose: this study investigates the partial and simultaneous effects of service quality and price on customer loyalty at PT Londria Karya Gemilang.
Research Design and Methodology: a quantitative approach was employed, with data collected from 78 customers who had utilized Londria’s services. Multiple regression analysis was conducted using SPSS version 26 to examine the relationships between the variables.
Findings and Discussion: the results demonstrate that service quality has a positive and significant effect on customer loyalty. Likewise, price exerts a positive and significant influence on customer loyalty. Simultaneous testing further confirms that service quality and price together significantly enhance customer loyalty.
Implications: These findings underscore the importance of maintaining high service standards and competitive pricing strategies to strengthen customer loyalty. The study contributes to managerial practice by highlighting the dual role of service and price in sustaining customer commitment, and it recommends further research to explore additional factors influencing loyalty in similar service-based industries.
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