The Effect of Service Quality, Product Quality, and Prices on Student Loyalty of Office Administration Education (PAP) UNJ 2019 In Online Purchase

Having loyal customers is a dream for every company. Customer loyalty is an advantage for the company, so companies will try to get loyalty from their customers. For online stores, it is important to pay attention to the quality of service, product quality, and prices offered to be able to compete with the many competitors in E-Commerce. The purpose of this study was to determine the effect of these three variables on customer loyalty.The data collection method in this study used a questionnaire with a total sample of 65 active student respondents of PAP UNJ 2019. The analysis and testing technique of research data used SPSS with instrument testing, classical assumption testing, and hypothesis testing. The results of this study found an influence between service quality, product quality, and price on customer loyalty