The Influence of Service Quality, Price, Company Image to Customer Satisfaction and Customer Loyalty of Zelika Store

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Tight competition among companies in the global economy requires companies to be at the forefront of providing satisfying services to customers. Good service and affordable prices encourage the emergence of good image of the company for the customers. This eventually influences customer and public perceptions and influences the process of repurchasing a product. This study aims to examine whether there is a significant effect of service quality on satisfaction, price on satisfaction, service quality on loyalty, price on loyalty, satisfaction on loyalty, service quality on company image, company image on loyalty, satisfaction toward Zelika store company image. The data source in this study is primary data. The sampling technique used was quota sampling with the total sample of 120 respondents. The data analysis technique was descriptive quantitative with IBM SPSS 23 data processing. Based on the results of research and discussion, service quality and price were found to have a significant effect on satisfaction. Service quality, price, satisfaction and company image did not significantly influence loyalty. Service quality did not significantly influence the company's image. Satisfaction had a significant effect on company image.

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