ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY, PRICE PERCEPTION, AND PROMOTION ON CONSUMER LOYALTY THROUGH PURCHASE DECISIONS FOR INDOSAT IM3 DATA PACKAGES AT JELITACELL LAMONGAN
Keywords:
Product Quality; Price Perception; Promotion; Purchase Decision; Consumer LoyaltyAbstract
This study aims to analyze the effect of product quality, price perception, and promotion on consumer loyalty through purchase decisions for Indosat IM3 data packages at Jelitacell Lamongan. A quantitative approach was employed using a sample of 140 respondents selected through purposive sampling. Data were collected using Likert-scale questionnaires and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that product quality, price perception, and promotion significantly influence purchase decisions and consumer loyalty. Purchase decisions also mediate the relationship between the independent variables and consumer loyalty
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