The Influence of Price Discounts, Customer Experience, and Service Quality on Customer Retention at UD. Prima Muda Jaya
Keywords:
Price DiscountCustomer Experience, Service Quality (SERVQUAL), Customer Retention, Rice MillingAbstract
This study aims to analyze the influence of price discounts, customer experience, and service quality (SERVQUAL) on customer retention at UD. Prima Muda Jaya in Sugio District, Lamongan Regency. The study employs a quantitative approach using explanatory research and a cross-sectional design, surveying 120 regular customers in 2024 via a saturated sampling technique. Data were collected using Likert-scale questionnaires and analyzed through multiple linear regression using SPSS version 25. The t-test results indicate that all three variables have a positive and significant effect on customer retention, as confirmed by the simultaneous F-test results. The R² value is 0.777. Customer experience is the most dominant variable.
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