PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN

Abstract

This research aimed to find out and analyze the effect of product quality, service quality on customers satisfaction and loyalty at Kedai Rindu Kopi, Surabaya. This research was quantitative. While, the population was members of Kedai Rindu Kopi, Surabaya who were listed and drink a cup of coffee there. Moreover, there were 100 respondents as sample. Furthermore, the data collection technique used purposive sampling with questionnaires as instrument. In line with, the questionnaires were distributed to the customers who drink a cup of coffee at Kedai Rindu Kopi, Surabaya. The daya analysis technique used instrument test namely validity and reliability test, classical assumption test and multiple linear regressions analysis with SPSS (Statistical and Service Solution). In addition, the research result of t-test showed product quality and service quality had significant effect on customers satisfaction at Kedai Rindu Kopi, Surabaya. Likewise, product quality, service quality and customers satisfaction had significant effect on the customers loyalty at Kedai Rindu Kopi, Surabaya.
Keywords: product quality, service quality, customers satisfaction, customers loyalty