PENGARUH LOKASI, HARGA , DAN KELENGKAPAN PRODUK TERHADAP LOYALITAS PELANGGAN PADA UD.HUSNA MAULIDA KELURAHAN KELAYU, LOMBOK TIMUR: The Influence of Location, Price, and Product Completeness on Customer Loyalty at UD. Husna Maulida, Kelayu Urban Village, East Lombok

This study aims to analyze the influence of location, price and product completeness on customer loyalty at UD. Husna Maulida, Kelayu Village. The research method used is non-probabilistic sampling with a questionnaire as a data collection tool. The sample of this study consisted of 100 respondents using purposive sampling. Data analysis was carried out using multiple linear regression to test the research hypothesis. The results of the study indicate that location affects customer loyalty, price affects customer loyalty and product completeness affects customer loyalty. This study contributes to the owner of UD. Husna Maulida as an MSME actor to design a business strategy to maintain customer loyalty in the long term.