PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN DI MIE GACOAN

Moch Rafli  Syahputra; Anindhyta  Budiarti

Moch Rafli Syahputra Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Anindhyta Budiarti Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: service quality, product quality, customer satisfaction, and customer loyalty

Abstract

This research aims to analyze and determine the effect of service quality and product quality on customer loyalty, with customer satisfaction as a mediating variable at Mie Gacoan. The research applies quantitatively. Furthermore, the data collection technique used purposive sampling, in which the sample was based on the criteria given. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the 100 respondents as a sample. Moreover, the data analysis technique used PLS (Partial Least Square) with the instrument of Smart PLS software. The result indicates that both service quality and product quality have a significant effect on customer loyalty. at Mie Gacoan. Additionally, customer satisfaction has a significant effect on customer satisfaction at Mie Gacoan. In addition, both service quality and product quality have a significant effect on customer satisfaction at Mie Gacoan.