The Influence of Product Quality, Price, and Service Quality in Customer Loyalty at PT. Cybernetic

At the present time, companies that are established, whatever their form and nature, whether they are engaged in trade, industry or services, will try to achieve the stated goals. Of course, achieving this goal is not easy, because there are so many levels of competition that exist. Especially at a time when technological developments and advances in the industrial sector are very rapid, of course there are various obstacles that must be faced. In this case, the management must manage the existing resources in the company in order to function effectively and efficiently. PT. Cybernetic Makmur Lestari is a company engaged in the sale of oil palm machine spare parts. Throughout 2018 the sales of PT. Cybernetic Makmur Lestari has experienced a decline and has not been able to achieve the sales target that has been set. Sales of oil palm machine spare parts for PT. Cybernetic Makmur Lestari has not reached its sales target. The lowest sales occurred in January 2018 with the achievement of 69.9% of the target and the highest sales occurred in May 2018 with the achievement of sales of 96.7%. Product quality is not in accordance with consumer desires, this has led to many consumer complaints about the quality of the product. Beside the poor product quality, the selling price of oil palm machine spare parts at PT. Cybernetic Makmur Lestari is considered to be slightly more expensive than other companies, such as 6 inch screw conveyors selling for 9.3 million, while Indocentral only sells screw conveyors for 8.7. Apart from the high price of spare parts, consumers are also disappointed with the services provided by PT. Cybernetic Makmur Lestari. Based on the problems that occur in the company, the researchers are interested in conducting research in this company, entitled "The Effect of Product Quality, Price, and Service Quality on Customer Loyalty at PT. Cybernetic Makmur Lestari". Abstract

are very loyal to service providers who satisfy them. Service firms face three tasks, namely increasing competitive differentiation, quality and service, and productivity.
Service quality can be defined as "The extent of discrepancy between customers' expectations or desires and their perceptions". From this statement stated the difference between the expectations or desires of consumers with their level of perception Zeithaml in Fortunata (2020).
According to Lupiyoadi (2013: 212) in determining the level of satisfaction, a customer often sees the added value of a service performance received from a service purchase process. The value added by a service to the customer is the answer to the question of why a customer makes his choice. Customers are basically looking for the greatest value a service provides. According to Parasuraman in Sangadji and Sopiah (2013: 100-101), the dimensions of quality are: 1. Reliability Namely the ability to deliver the promised services accurately and dependably, especially to provide services in a timely manner (on time), in the same way according to the promised schedule, and without making mistakes; 2. Responsiveness Namely the willingness or desire of employees to help provide services that consumers need; 3. Assurance Includes knowledge, ability, friendliness, politeness and trustworthiness of personal contact to eliminate the indecisive nature of consumers and make them feel free from harm and risk; 4. Empathy Which includes the attitude of personal or company contacts to understand the needs and difficulties, consumers, good communication, personal attention, and ease of communication or relationships; 5. Physical products The availability of physical facilities, equipment and means of communication, etc. that can and must be in the service process.

Conceptual Framework
Based on the formulation of the problem and the literature review that has been described previously regarding the variable price and product quality and their effect on purchasing decisions, it can be concluded as follows: Product quality is the ability of a product to carry out its function. Because with a high selling price of a product, consumers will expect the quality of a product to be the best possible. The more it can last for a long time, the more positive the product will be in the eyes of consumers.
Price is a very important part for buyers and sellers. For buyers, price is a consideration in the purchasing decision-making process. For sellers, the pricing is based on the expected profit that will be obtained in the future. Through a price agreement, a product, the exchange of products and services will only occur. Price is also a determining factor in reaching a purchase decision.
Service quality is an important part. Service quality is all actions or performance that the company can offer to customers which are essentially intangible and do not generate any ownership but the benefits can be felt by the customer. Because with the quality of service, buyers will get their own satisfaction. Then the conceptual framework proposed in this study is described as follows

Research Methods
According to Sanusi (2011: 28), the research method is the whole process of thinking from starting to find, selecting and formulating research problems, reviewing literature, collecting data, analyzing data, and interpreting the results to drawing conclusions.

Population and Sample
The population used in this study were all consumers at PT. Cybernetic Makmur Lestari in 2019 totaled 137 people.
The sample technique used in the study was saturated sampling. According to Sugiyono (2011: 85), "saturated sampling is a sampling technique when all members of the population are the sample" Then the number of samples used by the researcher was 137 consumers of PT. Cybernetic Makmur Lestari.

Identification and Operational Definition of Research Variables
The operational definitions for each dependent variable and independent variable are as follows:

Test the Validity and Reliability of Variable Instruments a. Validity Test
According to Ghozali (2011: 52), the validity test is used to measure whether a questionnaire is valid or not. A questionnaire is said to be valid if the questions on the questionnaire are able to reveal something that will be measured by the questionnaire. In this study, the sample used for the validity test was 30 people.

b. Reliability Test
According to Ghozali (2011: 47), the definition of reliability is a measuring tool for measuring a questionnaire which is an indicator of a variable or construct. A questionnaire is said to be reliable or reliable if someone's answer to a question is consistent or stable over time.

Classic Assumption Test a. Normality Test
According to Ghozali (2011: 160), the normality test aims to test whether in the regression model, confounding or residual variables have a normal distribution. There are two ways to detect whether the residuals are normally distributed or not, namely by graph analysis and statistical tests.

b. Multicollinearity Test
According to Ghozali (2011: 105), the multicollinearity test aims to test whether the regression model found a correlation between independent (independent) variables.

c. Heteroscedasticity Test
According to Ghozali (2011: 139), the heteroscedasticity test aims to test whether in the regression model there is an inequality of variance from the residuals of one observation to a constant observation, it is called Homoscedasticity and if it is different it is called heteroscedasticity.

Research Data Analysis Model a. Research Model
According to Sanusi (2011: 135) the multiple regression model equation is as follows:

Y = a + b1X1 + b2X2 + b3X3 + e b. Hypothesis Determination Coefficient (R 2 )
According to Gujarati (2003in Ghozali (2011, if the empirical test results in a negative adjusted R 2 value, then the adjusted R 2 value is considered to be zero. Mathematically, if the value of R 2 = 1 then adjusted R2 = R 2 = 1, whereas if the value of R 2 = 0, then adjusted R 2 = (1-k) / (n -k). If k> 1, then adjusted R 2 will be negative.

Overview of PT. Cybernetic Makmur Lestari
PT. Cybernetic Makmur Lestari is a company with experience in supplying spare parts and plantation equipment for the palm oil mill industry. We supply units and parts for boilers, digesters, haul roads, etc. PT. Cybernetic Makmur Lestari is a group of Sdn Bhd's first palm oil mill in Malaysia. Therefore, this company is one of the most comprehensive suppliers in Indonesia.
PT. Cybernetic Makmur Lestari was founded in 2007 and is located in Medan, North Sumatra, Indonesia. The company has experience in palm oil mills for more than 10 years. Back then, we were just a small company. Over time, our company is slowly growing due to customer satisfaction with our products. As a result, it makes us able to compete with other big companies and even companies on the same level as our company as our competitors. All the products we supply are imported from abroad, especially from Malaysia, Singapore, several European countries and the US.
Our company motto is product quality and service is our priority. Quality is the only solution to prevent damage during processing time. We will be happy to serve you.

Descriptive statistics
Descriptive analysis is used to describe the summary of research data such as mean, minimum, maximum, standard deviation, variance, mode and others. In this case the users of descriptive statistics cannot draw generalized conclusions (generalizations), because the statistics here are limited to existing things only. The results of the analysis here are still simple, in fact most (most) of the analysis or calculations are simplification of the data collected. Descriptive statistics can be seen in the following table: Based on Table 2, it can be seen the data description of product quality, price, service quality and consumer loyalty. The variable product quality with a sample of 137 respondents has an average of 27.7737 units with a minimum product quality of 12 units is the 103th respondent's answer and a maximum of 38 units is the answer of the 5,21,120 respondents, and 132 with a standard deviation of 8 , 01835 units.
The price variable of 137 respondents has an average of 21.6204 units with a minimum price of 9 units is the 73rd respondent's answer and a maximum of 30 units is the answer of the 6th and 96th respondents with a standard deviation of 6.25221 units.
The service quality variable as many as 137 respondents had an average of 21.5255 units with a minimum service quality of 9 units which was the 73rd respondent's answer and a maximum of 30 units was the 94th respondent's answer with a standard deviation of 5.89252 units.
The consumer loyalty variable as many as 137 respondents has an average of 21.0438 units with a minimum purchase decision of 8 units which is the 73rd respondent's answer and a maximum of 30 units is the 94th respondent's answer with a standard deviation of 6,68720 units.  Based on table 3 above, it shows that the results of testing the product quality variable instrument have a value of count≥ le (0.3610). Thus it can be concluded that all question instruments regarding the variable quality of the product are valid so that they can be used in research. This conclusion is reinforced by the significance value (2-tailed) of all instruments which is smaller than α by 5%. Thus it can be concluded that all question instruments regarding price variables are valid so that they can be used in research. This conclusion is reinforced by the significance value (2-tailed) of all instruments which is smaller than α by 5%. This conclusion is strengthened by the significance value (2-tailed) of all instruments which is smaller than α by 5%. Thus it can be concluded that all question instruments about the variable consumer loyalty are valid so that they can be used in research. This conclusion is reinforced by the significance value (2-tailed) of all instruments which is smaller than α by 5%.

Figure 2. Histogram Graph
Based on Figure 2, it can be seen that the line drawing is in the form of a bell, not turning left or right. This shows that the data is normally distributed and meets the assumptions of normality.  .052 a. Test distribution is Normal. b. Calculated from data.

Source: Results of primary data processing (questionnaire, SPSS)
Based on the output results in table 8, the value (Asym. Sig 2-tailed) is obtained of 0.052 because the significance is greater than 5% (0.05), so the residuals are normally distributed.

Source: Results of primary data processing (questionnaire, SPSS)
Based on Table 9, it is known that the two independent variables, namely product quality, have a VIF of less than 10, namely 2.151, while the tolerance value is above 0.1, which is 0.465, the price variable has a VIF of less than 10, namely 2.161, while the tolerance value is above 0.1, namely 0.463 and the service quality variable has a VIF of less than 10, which is 2.682, while the tolerance value is above 0.1, which is 0.373. Thus, it can be concluded that the regression equation is free from multicollinearity assumptions.

Figure 4. Heteroscedasticity Test Results Source: Results of primary data processing (questionnaire, SPSS)
From the results of Figure 4 above, it can be seen that the dots are scattered randomly (randomly) and are spread above or below the number 0 on the Y axis, so it can be concluded that there is no heteroscedasticity problem in the regression model so the regression model is feasible to use. From table 10 it can be seen that the probability value (sig.) For the product quality variable is 0.949, the price variable is 0.335 and the service quality variable is 0.774. So, it can be concluded that the regression model does not contain heteroscedasticity because the significance value is above 5% (0.05).

Results of Data Analysis
Analysis of research data used in this study is a multiple regression analysis model. This analysis model is used to determine the independent variable on the dependent variable either jointly or partially. The results of the calculation output from the SPSS program are as follows From the results of the regression equation above, it can be explained as follows: a. Kosntanta (α) = 1.157 means that although the independent variable (X1) is the product quality of the independent variable (X2), namely the price and the independent variable X2, namely the quality of service is 0, then customer loyalty ( Table 12 shows the Adjusted R Square value of 0.557, which means that 55.7% can be explained by the influence of product quality, price and service quality on consumer loyalty of PT. Cybernetic Makmur Lestari and the remaining 44.3% were varied by other variables that were not studied such as location, personal selling and physical evidence. According to Sanusi (2011: 138) the F distribution table is searched by looking at the degrees of freedom one (df1) = number of variables -1 = 4 -1 = 3 and by looking at the two degrees of freedom (df2) = n -k -1 or 137 -4 -1 = 132 (n is the amount of data and k is the number of variables) so that the value for the F table is 2.67.

Simultaneous Hypothesis Testing Results (Test F)
Based on table 13, it can be seen that the value of Fcount> Ftable (58.007> 2.67) and the significance of 0.000 <0.05. This indicates that the research results reject H0 and accept H1. Thus product quality, price and service quality have a positive and significant effect on consumer loyalty at PT. Cybernetic Makmur Lestari. According to Sanusi (2011: 138) the t distribution table is sought at α = 5%: 2 = 2.5% (two-sided test) with degrees of freedom (df) = n -k -1 or 137 -4 -1 = 132 (n is the number of data and k is the number of variables So in the research results reject H0 and accept H1, meaning that price has a positive and significant effect on consumer loyalty at PT. Cybernetic Makmur Lestari. Thus it can be concluded that price is a sacrifice required by consumers to obtain a product or service. Through a price agreement, the exchange of products and services will occur. Therefore, the price felt by consumers is appropriate for a product or service, it will create consumer loyalty.

Results of the Service Quality Variable Partial Hypothesis Test
From table 12, it can be seen that the value of t count is compared to the value of t table so that the variable service quality (X3) is 4.402> 1.97810 and the significance is 0.000 (0.000 <0.05). So in the research results reject H0 and accept H1, meaning that service quality has a positive and significant effect on consumer loyalty at PT. Cybernetic Makmur Lestari. Good quality service will certainly give a good impression in the hearts of customers so that customers will feel comfortable transacting with the company concerned. Therefore, the quality of service is very important to be evaluated regularly so that the company can provide better service.

V. Conclussion
The conclusions of this study are as follows: 1. The partial test results product quality variable (X1) has a positive and significant effect on consumer loyalty (Y) at PT. Cybernetic Makmur Lestari. 6. The partial test results variable price (X2) has a positive and significant effect on consumer loyalty (Y) at PT. Cybernetic Makmur Lestari. 7. The partial test results service quality variable (X3) has a positive and significant effect on consumer loyalty (Y) at PT. Cybernetic Makmur Lestari. 8. The simultaneous test results of variable product quality (X1) price (X2) and service quality (X3) simultaneously have a positive and significant effect on consumer loyalty at PT. Cybernetic Makmur Lestari amounted to 55.7% and the remaining 44.3% varied by other factors that were not researched such as location, personal selling, and physical evidence.

Suggestion
The suggestions that the author can give to companies based on the results of this study are as follows: 1. For product quality problems, PT. Cybernetic Makmur Lestari must continue to make improvements in terms of product quality by implementing check quality control on each product so that customer satisfaction can be properly fulfilled. 2. For price issues, PT. Cybernetic Makmur Lestari should consider pricing more in order to be able to compete in the market to increase company sales and improve employee performance to create consumer loyalty.