Effect of Product Quality and Service Quality on Customer Satisfaction and Impact on Customer Loyalty PT. Maja Bintang Indonesia

Abstract

Research analysis of the influence of product quality and service quality on customer satisfaction and the impact on customer loyalty PT. Maja Bintang Indonesia. This study aims to: (1) analyze the effect of product quality on customer satisfaction, (2) analyze the effect of service quality on customer satisfaction, (3) analyze the effect of product quality on customer loyalty, (4) analyze the effect of service quality on customer loyalty, and (5) analyze the effect of customer satisfaction on customer loyalty. The data collection of this research used the method of distributing questionnaires as many as 84 respondents who used goods and services from PT. Maja Bintang Indonesia. Data analysis used statistical analysis with the help of the IBM SPSS 25 software program. The results showed that (1) product quality had a positive and significant effect on customer satisfaction, where product quality increased, customer satisfaction also increased, (2) service quality had a positive and significant effect. on customer satisfaction, where service quality increases, customer satisfaction also increases, (3) product quality does not have a significant effect on customer loyalty, (4) service quality has a positive and significant effect on customer loyalty, where service quality increases, customer loyalty will also increases, and (5) customer satisfaction has a positive and significant effect on customer loyalty, where customer satisfaction increases, customer loyalty also increases.