Pengaruh Persepsi Harga dan Servicescape Terhadap Loyalitas Pelanggan Pada Sentinel Cyber Arena Jakarta Timur

The Effect of Price Perception and Servicescape on Customer Loyalty at Sentinel Cyber Arena East Jakarta

Abstract

This study aims to analyze the effect of price perception and Servicescape on customer loyalty at Sentinel Cyber Arena, East Jakarta. This research was motivated by increasing competition in the cyber arena industry, which requires businesses to consider customers’ price perceptions and the physical environment. This study employed a quantitative approach using a survey of 100 respondents selected through purposive sampling. All respondents had visited or played at Sentinel Cyber Arena at least twice. Data were analyzed using multiple linear regression with SPSS 27. The results showed that price perception had a positive and significant effect on customer loyalty (t = 5.667, p < 0.001). Servicescape also had a positive and significant effect on customer loyalty (t = 2.454, p = 0.016). Simultaneously, price perception and Servicescape had a positive and significant effect on customer loyalty (F = 94.322, p < 0.001). The Adjusted R Square value of 0.653 indicates that price perception and Servicescape explain 65.3% of the variation in customer loyalty, while the remaining 34.7% is explained by other factors not examined in this study.