Asian Journal of Economics, Business and Accounting

The research was conducted with the aim of analyzing the influence of performance, durability, perceived quality, price and product innovation on online customer loyalty of Casio watch products in Cimahi City. The research instrument has gone through the validity and reliability testing stages, classical assumption testing and multiple regression testing. This instrument was used as a data collection tool from respondents aged at least 17-40 years who had purchased Casio watches, which were the objects assessed in this research, but only those purchased online. The number of respondents in this study was 120 people. The analytical tool used to test the data instrument is SPSS version 29 software. The novelty in this research is the object and its locus. The limitation of this research is that only 3 of the 8 dimensions of product quality are taken, namely performance, durability, perceived quality and the locus is only in the city of Cimahi, perhaps in other cities the results will be different. The findings of this research explain that performance, durability, perceived quality do not have a positive effect on customer loyalty. However, price and perceived quality have a positive effect on customer loyalty. Meanwhile, the number of samples, sampling techniques and data analysis techniques can be adjusted to the objects assessed by previous researchers. It is also hoped that the results of this research will be useful for managers of objects being assessed regarding the design of relevant strategies or programs. Of the six hypotheses, only two are accepted: price and product innovation have a positive influence on customer loyalty.