IMPACT OF PRODUCT QUALITY, PRICE, AND CUSTOMER LOYALTY ON FABRIC PURCHASE DECISIONS (Case Study on Abdulloh Fabrics Basic Floor Textile Consumers Blok J12a-J14a Beteng Trade Center Solo)

Abstract

This study aims to determine empirical evidence regarding the effect of product quality, price, and
consumer loyalty on fabric purchasing decisions (a case study on fabric consumers Abdulloh Textile
Beteng Trade Center Ground Floor Blok J12a-j14a Solo) by testing each variable either partially or
partially. simultaneously. The type of data in this study is primary data obtained from a questionnaire
filled out by some fabric consumers.
Sampling in this study using a non probability sampling method (not all populations can be the
research sample). With the non probability sampling method, a sample of 75 respondents was obtained.
The analysis model used in this study is a multiple linear regression analysis model carried out with the
help of the SPSS version 18.0 for Windows computer program.
The results of this study indicate that product quality (X1) has a significant positive effect on the
influence of fabric purchasing decisions at BTC Ground Floor Blok J12a-j14a Solo, price (X2) has a
positive and significant effect on fabric purchasing decisions at Beteng Trade Center Ground Floor Blok
J12a-j14a Solo, while consumer loyalty (X3) does not have a significant effect on the decision to buy
fabrics at BTC Ground Floor Blok J12a-j14a Solo. The variables of product quality, price, and consumer
loyalty together have a significant effect on fabric purchasing decisions at Beteng Trade Center Ground
Floor Blok J12a-j14a Solo.
Keywords: product quality, price, loyalty, fabric purchasing decisions