PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Survei pada Pelanggan De’Pans Pancake and Waffle di Kota Malang)

Abstract

The purpose of this study is to analyze and explain the effect of product quality and service quality on customer satisfaction and customer loyalty. This type of research is explanatory research. The samples in this study were 112 customers of De'Pans Pancake and Waffle Malang. Sampling technique use sistematic random sampling. Method of data collection is questionaire. Data analysis using descriptive analysis and path analysis (path analysis). The results showed that a significant difference between the quality of products to customer satisfaction, service quality on customer satisfaction and customer satisfaction to customer loyalty, with a p-value (p 0,05). Keywords : product quality, service quality, customer satisfaction, customer loyalty Abstrak Tujuan penelitian ini adalah menganalisis dan menjelaskan pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan dan loyalitas pelanggan. Jenis penelitian yang digunakan adalah explanatory research. Sampel dalam penelitian ini sebanyak 112 orang pelanggan De’Pans Pancake and Waffle Malang. Teknik pengambilan sampel menggunakan sistematic random sampling . Metode pengumpulan data dengan kuesioner. Analisis data menggunakan analisis deskriptif dan analisis jalur ( path analysis ). Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara kualitas produk terhadap kepuasan pelanggan, kualitas pelayanan terhadap kepuasan pelanggan dan kepuasan pelanggan terhadap loyalitas pelanggan, dengan nilai p-value (p 0,05). Kata kunci : kualitas produk, kualitas pelayanan, kepuasan pelanggan, loyalitas pelanggan

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