The Influence Analysis of Product Quality, Service Quality and Price on Customer Loyalty at Vegan Loving Hut Restaurantin Denpasar City

ABSTRACT:In this globalization era, there are many types of businesses have done in business, one of whichis a type of business in the culinary field, the goal to be achieved by culinary business actors in the creation ofcustomer loyalty that is felt after the customer uses the services or products offered by the company and giveshis response on the product or service. Some factors that can affect customer loyalty are product quality, servicequality, and price. This study aims to explain the effect of product quality, service quality, and price oncustomer loyalty in Loving Hut Vegan Restaurant.The sample used was 161 probability sampling especially purposive sampling. Data collection is done bydistributing questionnaires. The data analysis technique used is descriptive statistical analysis and multiplelinear analysis.Based on the research results found that product quality has a significant positive effect oncustomer loyalty at Loving Hut Vegan Restaurant, this shows that the higher or better the product qualityserved, the higher the level of customer loyalty. Service quality has a significant positive effect on customerloyalty at Loving Hut Vegan Restaurant, this means, the better the service quality provided, the higher the levelof customer loyalty. Price has a significant positive effect on customer loyalty at Loving Hut Vegan Restaurant,which means that the better the price is given, the higher the level of customer loyalty. Product quality can be areference in increasing customer loyalty. Service quality and price are the strongest factors affecting customerloyalty, so it is recommended for Loving Hut Vegan Restaurant to do marketing through promos given to beable to always maintain and increase customer loyalty.

KEYWORD:Product Quality, Service Quality, Price, Customer Loyalty