PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN DI PDAM SURYA SEMBADA KOTA SURABAYA

Abstract

This research aimed to determine the effect of service quality, and product quality through customers’ satisfaction on the customers’ loyalty at PDAM Surya Sembada Surabaya. The research was quantitative. Furthermore, the data collection technique used purposive sampling, in which the sample was limited by determined criteria. The consumers who needed service regularly and periodically in the last 6 months from PDAM Surya Sembada Surabaya were the sample. Moreover, the instrument in the data collection was a questionnaire. The questionnaires were distributed to respondents. In line with that, there were 100 respondents as the sample. Additionally, the data analysis technique used PLS (Partial Least Square) with the support instrument by SmartPLS 3.0. The result showed that both service quality and product quality had a significant effect on customers’ satisfaction. Likewise, service quality as well as product quality on had a significant effect on customers’ loyalty; with customers’ trust as the intervening variable