PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN DI EIGER ADVENTURE STORE

Abstract

This research aims to find out the effect of service quality and product quality through customer satisfaction on customer loyalty at the Eiger Adventure store. The research applies quantitatively. Furthermore, the data collection technique used purposive sampling, in which the sample was based on the criteria given. The sample was customers who had purchased products in the Eiger Adventure store three times or more. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 100 respondents who fulfilled as samples. The data analysis technique used PLS (Partial Least Square) with SmartPLS 3.0 software. The result shows that service quality has an insignificant effect on customer loyalty. However, product quality has a significant effect on customer loyalty. Additionally, both service quality and product quality have a significant effect on customer satisfaction. Likewise, customer satisfaction has a significant effect on customer loyalty. In addition, service quality as well as product quality have significant effect on customer loyalty with customer satisfaction as an intervening variable.