THE ROLE OF LOCATION, PRICE, AND PRODUCT DIVERSITY IN INCREASING CUSTOMER LOYALTY IN FOOD COURT AT SUMBAWA REGENCY

Abstract

Taman Seni Food Court is a type of Food Court that provides various types of stalls that stand with a variety of foods and drinks with many choices. In terms of price, it is relatively cheap, with its strategic location and various and quality products, which makes this food court very crowded. However, business competition remains a challenge for the progress of this business. Therefore, the Taman Seni food court strives for consumers to maintain loyalty to the products available. The purpose of this study was to examine the effect of price, location, and product variety on customer loyalty at Taman Seni Food Court. This type of research is associative. The sampling technique in this study used purposive sampling. The data analysis technique in this study used multiple linear regression. The results of this study are price has no significant effect on customer loyalty, location has a significant effect on customer loyalty and product variety has a significant effect on customer loyalty.