ANALISIS PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN

https://doi.org/10.36441/mae.v4i2.367

Authors

Keywords:

Kualitas Produk, Kualitas Pelayanan, Kepuasan Konsumen, Loyalitas Konsumen, Partial Least Square

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan dan loyalitas konsumen PT Vacuum Pumps Indonesia. Data yang digunakan adalah data primer yang didapatkan melalui pengisian kuesioner terhadap 67 orang pegawai bagian pemeliharaan teknik dan wawancara terhadap responden yang berhubungan langsung dengan operasional mesin beserta pemeliharaannya. Penelitian menggunakan Structural Equation Modeling dengan metode Partial Least Square untuk mengukur persepsi konsumen mengenai kualitas produk, kualitas pelayanan, kepuasan dan loyalitas konsumen secara kuantitatif. Hasil penelitian memperlihatkan kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen dan loyalitas konsumen. Begitu pula kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen dan loyalitas konsumen.

Published

2021-12-31

Issue

Vol. 4 No. 2 (2021): Management and Accounting Expose 2021

Section

Artikel
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