The Influence of Product Quality and Price on Customer Loyalty in Online Muslim Fashion Retail: A Quantitative Study on Liah Hijab’s Online Shop

Aims: The purpose of this study was to determine the effect of product quality and price on customer loyalty in Liah Hijab's online shop, both partially and simultaneously.

Study Design: This type of research is quantitative associative, which is intended to determine the relationship between product quality and price to customer loyalty, both partially and simultaneously.

Place and Duration of Study: Liah Hijab's online shop, Makassar, between July and September 2024

Methodology: The population in this study were Liah Hijab consumers who made purchases in 2024. The sampling technique used was purposive sampling with a sample size of 100 respondents, who have made purchases at least 2 times a month. Data collection was carried out by distributing questionnaires online using Google Form. The data obtained was processed using SPSS software and then analyzed through instrument tests and multiple linear regression tests.

Results: Based on the results of the F test, it shows that there is a positive and significant relationship between product quality and price on customer loyalty at Liah Hijab’s Online Shop. The t test results show that both product quality and price variables each have a positive and significant influence on customer loyalty.

Conclusion: Liah Hijab’s online shop must continue to maintain and improve the quality of the products they have. Furthermore, product pricing also needs to be considered in order to maintain customer loyalty.