PENGARUH PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA PRODUK FASHION DI TIKTOK SHOP (STUDI KASUS PELANGGAN TIKTOK SHOP DI SUKABUMI)

This research aims to determine the influence of price perceptions and service quality on customer loyalty to fashion products at the TikTok shop. This research is quantitative research with a survey method. The population in this study were all customers who had purchased fashion products at the Tiktok Shop. The sampling technique used Snowball Sampling with a sample size of 100 respondents. The data collection technique uses an online questionnaire which has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is partial and simultaneous testing with the help of multiple regression using Statistical Product and Service Solution (SPSS) 25 software. The results of multiple linear regression analysis show that Price Perception has a positive and significant effect on Customer Loyalty in Fashion Products in TikTok Shop, Service Quality has a positive and significant effect on Customer Loyalty for Fashion Products at TikTok Shop. The R Squares value of 36.8% means that the Price Perception and Service Quality variables influence the Fashion Customer Loyalty variable in the TikTok Shop and the remaining 63.2% is influenced by other variables not examined in this research.

Keywords: Price Perception, Service Quality, Customer Loyalty