Title: THE INFLUENCE OF PRODUCT QUALITY AND SERVICE QUALITY ON LOYALTY THROUGH CUSTOMER SATISFACTION PT PRATIWI PUTRA SULUNG
Authors:
Alfi Syahri Sandy, Ismail Razak, PartogiSaoloan Samosir
Abstract:
This research aims to examine the influence of product quality and service quality on loyalty through customer satisfaction. This research uses a quantitative method by distributing questionnaires to obtain as complete information as possible regarding the influence of product quality and work discipline on customer loyalty through customer satisfaction. The population of this research was 59 respondents in the form of construction companies based on the company data base. The sampling technique in this research used a purposive sampling technique. The data analysis method used in this research is multiple linear regression and simple linear regression, namely the F test and T test. The results of this research show that simultaneously the influence of product quality and service quality on consumer loyalty is through customer satisfaction. The conclusion of this study shows that the indirect influence coefficient value is smaller than the direct influence coefficient value.
Keywords: Product quality, service quality, loyalty, customer satisfaction.
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