Analysis of Product Diversity, Price Perceptions, and Sales Promotion on Customer Loyalty of Eiger Product
Analisis Keragaman Produk, Persepsi Harga, dan Promosi Penjualan Terhadap Loyalitas Pelanggan Produk Eiger
DOI:
https://doi.org/10.21070/ups.2654Keywords:
Keragaman Produk, Persepsi Harga, Promosi Penjualan, Loyalitas PelangganAbstract
This research aims to determine Product Diversity, Price Perceptions, and Sales Promotion on Customer Loyalty for Eiger products. The dependent variable in this study is Customer Loyalty (Y) and the independent variables are Product Diversity (X1), Perceived Price (X2), and Sales Promotion (X3). The population and research sample are 100 consumers of Eiger Products. The data obtained were analyzed using the PLS analysis technique (Partial Least Square through SmartPLS Software. Based on the results of the study it can be concluded that: (1) Product Diversity has a positive and significant effect on Eiger Product Customer Loyalty, (2) Price Perception has a positive and significant effect on Eiger Product Customer Loyalty, (3) Sales Promotion has a positive and significant effect on Eiger Product Customer Loyalty.
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