ANALYSIS OF THE EFFECT OF PRICE AND PRODUCT QUALITY ON CONSUMER LOYALTY: A LITERATURE REVIEW
Keywords:
Price, Product Quality, Consumer Loyalty, Consumer Behavior, MarketingAbstract
This study aims to comprehensively examine the relationship between price and product quality on consumer loyalty through an analysis of various previous studies. The approach used is a literature study with a descriptive qualitative method that utilizes secondary data from scientific articles and academic journals relevant to the research topic. The data collection process was carried out through literature searches and selection based on variable suitability, topic relevance, and source credibility. Next, various research findings were analyzed by comparing , interpreting, and synthesizing the research results to identify patterns of relationships between variables. The results of the study indicate that consumer loyalty is influenced by the perception of value formed from the match between the price paid and the benefits received. Price plays a rational consideration in repurchase decisions, but its influence tends to depend on price stability and suitability to consumer expectations. On the other hand, product quality plays a more consistent role in building customer trust and satisfaction, thus encouraging long-term commitment to a brand. These findings indicate that the creation of consumer loyalty is not only determined by economic aspects, but also by the company's ability to provide product quality that can meet consumer needs and expectations in a sustainable manner
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