PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

The current tight competition of product business has made the companies to more concern about the
quality of their product which will be offered to the customer. This condition has made the companies
to improve their product quality in order to meet the needs of their customer by creating customer
satisfaction which leads to customer loyalty. Variables in this research consist of independent variable
(product quality), dependent variable (customer loyalty), and intervening variable (customer
satisfaction). This research is meant to find out product quality has an influence to the customer
loyalty which is mediated by customer satisfaction. The population is all customers of rumah makan
Bu Rusli Sidoarjo. The sample collection technique has been done by using purposive sampling and
the samples are 100 respondents. The result of the research shows that product quality has positive
and significant influence to the customer satisfaction; customer satisfaction has positive and
significant influence to the customer loyalty, product quality has direct positive and significant
influence to the customer loyalty, the result of the research shows that customer satisfaction mediates
the influence of product quality to the customer loyalty due to the total effect > direct effect. The
magnitude of indirect influence to the customer satisfaction is larger than the magnitude of direct
influence of product quality to the customer loyalty.

Keywords:Product, Satisfaction, and Customer Loyalty.