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Submitted
July 27, 2022
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December 6, 2022
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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh variasi produk, harga dan kepuasan pelanggan terhadap loyalitas pelanggan pada Rumah Makan (RM) Holat Afifah Rantauprapat Kabupaten Labuhanbatu. Jenis penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah pelanggan Rumah Makan Holat Afifah Rantauprapat sejumlah 96 orang. Teknik pengumpulan data dilakukan dengan kuesioner, wawancara dan studi dokumentasi. Alat analisis data yang digunakan pada penelitian ini menggunakan SPSS versi 22.00. Hasil penelitian ini menunjukkan bahwa secara parsial variabel variasi produk, harga dan kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan Rumah Makan Holat Afifah Rantauprapat . Secara simultan bahwa variabel variasi produk, harga, dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan pada Rumah Makan Holat Afifah Rantauprapat.


Kata Kunci: Harga; Kepuasan Pelanggan; Rumah Makan Holat; Variasi Produk

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Copyright (c) 2022 Efrida Julianti Hasibuan, Elida Florentina Sinaga Simanjorang, Bhakti Helvi

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Author Biography

Efrida Julianti Hasibuan, Fakultas Ekonomi dan Bisnis, Universitas Labuhanbatu

Fakultas Ekonomi dan Bisnis, Universitas Labuhanbatu
How to Cite
Hasibuan, E. J., Simanjorang, E. F. S., & Helvi, B. (2022). PENGARUH VARIASI PRODUK, HARGA, KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA RUMAH MAKAN HOLAT AFIFAH RANTAUPRAPAT KABUPATEN LABUHANBATU. Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 202–216. Retrieved from https://ejournal.unib.ac.id/Insight/article/view/22963
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