The Effect of Product, Location, And Price on Consumer Loyalty at Annisa Donat Shop in Pontianak City
DOI:
https://doi.org/10.59890/ijefbs.v4i4.25Keywords:
Consumer Loyalty, Location, Price, ProductAbstract
This research analyzes the impact of product, location, and price on consumers’ loyalty toward Annisa Donat Shop in Pontianak. A total of 100 consumers were selected through purposive sampling for this quantitative associative study. Data obtained from the questionnaire responses were subjected to multiple linear regression analysis. The results show that product, location, and price jointly have a significant effect on consumer loyalty. Each variable also has a positive and significant effect when examined separately, with location showing the strongest relative influence based on a standardized beta value of 0.282. The model explains 32.5% of the variation in consumer loyalty, while the remaining 67.5% is associated with factors outside the variables examined in this study. These findings indicate that loyalty among Annisa Donat consumers is shaped not only by the products they receive, but also by how convenient the business is to access and how appropriately its prices are perceived. Maintaining these three aspects together is therefore important for encouraging consumers to continue choosing Annisa Donat.
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