The Effect of Product Quality and Price on Purchasing Decisions

Abstrak

Customer loyalty is very important for the survival of the company. For this reason, a company will always try to understanding consumer behavior and try to retaining customers. This study aims to present a conceptual framework used to analyze the factors that influence customer loyalty through customer satisfaction which is influenced by service quality. This is done with using the data collecting method so that conclusions can be drawn from the data obtained. This conceptual framework contains a literature review that allows it to be used to manage corporate strategy and decision making in retaining customers in the midst of competition with similar companies