Research Paper
Year: 2021 | Month: December | Volume: 8 | Issue: 12 | Pages: 167-171
DOI: https://doi.org/10.52403/ijrr.20211222
Effect of Price, Promotion, and Product Quality on Telkomsel Customer Loyalty to Management Study Program Students at Universitas Prima Indonesia
Rosinta Romauli Situmeang1, Eci Maria Romanasari Situmorang2, Ivan Setiawan3, Putri Ananda Br Haloho4, Esti Agustina Br Sinulingga5, Gratia Angelia Sinuraya6
1,2,3,4,5,6Universitas Prima Indonesia, Indonesia.
Corresponding Author: Rosinta Romauli Situmeang
ABSTRACT
This study aims to determine and analyze the effect of price, promotion, and product quality on Telkomsel customer loyalty to Management Study Program Students at Universitas Prima Indonesia. This research is descriptive quantitative. The population of this study was 582 Students of odd semester Management Study Program at Universitas Prima Indonesia and a sample of 100 respondents using the purposive sampling method who had met the requirements. This study uses multiple regression analysis. The results of this study indicate that price, Promotion, and product quality have a positive effect on Telkomsel customer loyalty to Management Study Program Students at Universitas Prima Indonesia.
Keywords: Price, Promotion, Product Quality, Customer Loyalty .
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