Pengaruh Kualitas Produk Terhadap Kepuasan dan Dampaknya Terhadap Loyalitas

Survey pada Pengguna Kartu AS di Kecamatan Cihideung, Tasikmalaya

Abstract

The purpose of this study is to determine and analyze: product quality, satisfaction, customer loyalty, the influence of product quality on customer satisfaction and its impact on customer loyalty of Kartu AS users in Cihideung District, Tasikmalaya. The research approach used in this study is a quantitative approach with explanatory methods. The sampling technique used simple random sampling so that the number of samples are 100 (one hundred) respondents. The statistical method used in this research is Path Analysis. Based on the results of the analysis on Kartu As users, variable of product quality, customer satisfaction and customer loyalty are in good category. Obtained the value of the influence of product quality, customer satisfaction with customer loyalty simultaneously has a value of 64.3% while the remaining 35.7% is the influence from the other factors not examined in this study. Hypothesis test results stated that there is a significant effect of product quality on customer satisfaction and its impact on customer loyalty.