The Influence of Product Quality, Store Atmosphere, Digital Promotion and Price on Customer Loyalty at the Asean Electronics and Furniture Store, South Labuhanbatu Regency

Rizky Syahliah Siregar; Novrihan Leily Nasution; Aziddin Harahap

doi:10.55227/ijhess.v5i2.1948

Authors

Rizky Syahliah Siregar Universitas Labuhan Batu
Novrihan Leily Nasution Universitas Labuhan Batu
Aziddin Harahap Universitas Labuhan Batu

DOI:

https://doi.org/10.55227/ijhess.v5i2.1948

Keywords:

Product quality, Store atmosphere, Digital promotions, Price and Customer loyalty

Abstract

This study aims to determine the influence of product quality, store atmosphere, digital promotion, and price on customer loyalty at the Asean Electronics and Furniture Store in South Labuhanbatu Regency. The sample size was 100 respondents, namely consumers of Asean stores. This study uses validity tests, reliability tests, classical assumption tests, multiple linear regression tests, t tests, F tests, and coefficients of determination using SPSS 27. The study was conducted to examine how independent variables influence dependent variables and the percentage level of influence of research variables by distributing research questionnaires to respondents and conducting tests. The results of the study indicate that all independent variables influence the dependent variable with all calculated t values > t table and significant values <0.05 with a determination level of 0.480 or 48.00% providing a positive and significant influence.

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