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consumers will assess the store atmosphere, including music, temperature, and lighting. As a result of the above discussion,
the following hypothesis is proposed:

H1: There is significant relationship between store environment and customer loyalty on mobile electronics stores.

2.3.2 Service Quality (SE)

According to Kotler (2008), service is any intangible activity or action that one party can provide to the other party that
does not result in ownership. Physical products can be related with services, but services cannot be associated with physical
products. Quality can be described as a product's fitness for use or the extent to which it efficiently meets consumer needs
(Beverly et al., 2002). A combination of behaviours, traits, and strategies used to meet and satisfy customers' demands, wishes,
priorities, and preferences is referred to as service quality. The term "service quality" refers to a customer's overall assessment
of a company's service (Hussain et al., 2015; Wang, 2010). Based on the preceding explanation, the researcher hypothesis:

H2: There is significant relationship between service quality and customer loyalty on mobile electronics stores.

2.3.3 Price (P)

Price is considered the most variable part of the marketing mix since it changes quickly when the characteristics of
product changed (Dovaliene & Virvilaite, 2008). Because it affects company profit, price is an important component of a
product. Consumers consider pricing while deciding whether or not to buy, hence it necessitates particular considerations when
selecting that price. According to Kotler and Keller (2006), is the sum of money paid by a buyer to a seller in exchange
for a good or service. Furthermore, the price can be viewed as the amount of money (plus a few other items) required to
obtain the number of different combinations of goods and services (Swastha and Irawan, 2005). When clients are looking for
mobile electronics retailers, they will mostly compare prices with other stores. As a result, the following hypothesis was
developed:
H3: There is significant relationship between price and customer loyalty on mobile electronics stores.

2.4 Research Framework Model

By illustrating this research framework model, the relationship between the factors are shown and summarized clearly. On
the middle side of the framework depicts the independent variables which are store environment, service quality and price.
There variables will be the assume factors affecting customer loyalty toward Only U Mobile Enterprise.

Figure 1: Research Framework Model

⬛ 3.0 RESEARCH METHODOLOGY
3.1 Research Design

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