Research Paper
Year: 2020 | Month: August | Volume: 7 | Issue: 8 | Pages: 214-220
The Effect of Service Quality and Product Quality on Customer Loyalty through Customer Satisfaction
Candra1, Parapat Gultom2
1Universitas Prima Indonesia, Indonesia
2Universitas Sumatera Utara, Indonesia
Corresponding Author: Candra
ABSTRACT
Customer loyalty is an important aspect of business that needs special attention so that business continuity is maintained. This study aims to analyze the effect of service quality and product quality on customer loyalty through scaffolding tenant customer satisfaction at PT. Dutaraya Sejati Medan. This research used quantitative method and type of research is descriptive quantitative. The object of this research is the customers of PT. Dutaraya Sejati Medan. Populations were consumers of PT. Dutaraya Sejati Medan totalling 106 consumers, using incidental sampling techniques. Service quality measurement uses a service quality questionnaire, product quality measurement uses a product quality questionnaire, customer satisfaction measurement uses a customer satisfaction questionnaire, and customer loyalty measurement uses a customer loyalty questionnaire. This study uses path analysis to analyze quantitative data. This study revealed that service quality had a significant effect on customer satisfaction, product quality had a significant effect on customer satisfaction, service quality had a significant effect on customer loyalty, product quality had a significant effect on customer loyalty, customer satisfaction had a significant effect on customer loyalty, service quality had a significant effect on customer loyalty through customer satisfaction, and product quality had a significant effect on customer loyalty through customer satisfaction.
Keywords: Service Quality, Product Quality, Customer Satisfaction, Customer Loyalty
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