ANALISIS PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to analyze the significance effect of product quality and service
quality to customer satisfaction, analyze the significance of product quality, service
quality and customer satisfaction to customer loyalty and analyze the significance of
effect of product quality and service quality on customer loyalty with customer
satisfaction as intervening variable. This study is a survey of restaurant customers KFC
Hartono Mall in Solo Baru. Samples of 100 people with purposive sampling technique.
Data collection techniques used questionnaires. Data analysis technique used path
analysis. The results showed that product quality and service quality has positive and
significant effect on customer satisfaction. Product quality, service quality and customer
satisfaction have a positive and significant effect on customer loyalty. Product quality
and service quality has positive and significant effect on customer loyalty with customer
satisfaction as intervening variable.
Keywords: product quality, service quality, satisfaction, loyalty