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that the store layout, store lighting level and temperature does not have a strong influence on customer loyalty toward Only U
Mobile Enterprise. In conclusion, store environment does not affect the customer loyalty toward Only U Mobile Enterprise.
Therefore, H1 is not supported.

5.2.2 H2: There is significant relationship between service quality and customer loyalty on Only U Mobile Enterprise.

Support to Hypothesis Results

(Supported or Not Supported)

Not Supported Sig. : p>0.05 : 0.064

ß value = 0.172
Table 5.2: Result of Hypothesis 2

Based on the table 5.2, H2 is rejected because the result of service quality exemplifies that there is no significant
relationship toward the customer loyalty. Through the finding (β = 0.172, sig = 0.064) shows that the service quality does not
significant correlate with the customer loyalty toward Only U Mobile Enterprise. The result differed from Lee, H. S. (2013)
which said that service quality has significant antecedent of customer satisfaction which customer satisfaction will influence
the customer loyalty at the end as well. This shows some relevance of TRA in investigating the customer loyalty although
service quality is not found to be the significant predictor. In conclusion, service quality is not a factor that predicts the customer
loyalty toward Only U Mobile Enterprise. Therefore, H2 is not supported.

5.2.3 H3: There is significant relationship between price and customer loyalty on Only U Mobile Enterprise.

Support to Hypothesis Results

(Supported or Not Supported)

Supported Sig. : p<0.05 : 0.000

ß value = 0.445

Table 5.3: Result of Hypothesis 3

The H3 result is accepted because it shows that there is a relationship between price and customer loyalty toward Only
U Mobile Enterprise. Price results (ß = 0.445, sig = 0.000) stipulate that there is a strong relationship with customer loyalty
toward Only U Mobile Enterprise. The finding is aligned with previous research results by Saadat, N., & Nas, Z. (2013) proved
that the price has a significant impact on customer loyalty. This mean that price is a prime determinant in the customer loyalty.
If the price of products or services at Only U Mobile Enterprise is much lower that other company with same quality, customer
will have a greater intention to purchases and repurchases at Only U Mobile Enterprise. To sum up, the price has a major
determinant on customer loyalty toward Only U Mobile Enterprise. Therefore, H3 is supported.

5.3 The Most Importance Factor Influencing Customer Loyalty Toward Only U Mobile Enterprise

Factor Results
Price Sig. : p<0.05 : 0.000

ß value = 0.445

Table 5.4: Most Important Factor (Multiple regression)
Through multiple regression analysis, the determinant that plays a crucial role that influenced customer loyalty toward
Only U Mobile Enterprise has been identified. The table 5.4 display the most importance factor that influence customer

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