PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI TOKO KAB COLLECTION

Abstract

This study is intended to analyze the impact of variables such as product quality and service quality on customer satisfaction at the Kab Colletion Store, using the multiple linear regression analysis method. The population that is the focus of the study is all consumers of the Kab Colletion Store and the sample used is 100 people from the Kab Colletion Store consumers who are respondents to the researcher by utilizing the purposive sampling method. The recommendation of this study is that the Kab Colletion Store continues to strive to maintain and increase customer satisfaction by shortening and simplifying the transaction stages, especially through the E-Wallet system. Of the 100 respondents, 71 categorized the product quality as very good, 54 respondents categorized the service quality as very good, and 62 respondents categorized customer satisfaction as very agree from 100 respondents. The findings of this study describe that product quality and service quality have a significant and positive influence on customer satisfaction at the Kab Colletion Store partially. Simultaneously, the variables of product quality and service quality simultaneously have a significant effect and contribute 74.8% of the relationship between the variables studied by the researcher.