Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan
Studi Kasus Percetakan Pelangi Losari
DOI:
https://doi.org/10.55606/optimal.v5i4.7916Keywords:
Customer Loyalty, Product Quality, Service QualityAbstract
This study aims: 1) To determine the effect of product quality on customer loyalty at Pelangi Losari Brebes printing, 2) To determine the effect of service quality on customer loyalty at Pelangi Losari Brebes printing 3) To determine the effect of product quality and service quality on customer loyalty at Pelangi Losari Brebes printing. The type of research used in this study is a quantitative approach, this study has a population of 100 by taking a sample of 100 respondents. Based on the analysis and discussion, it can be concluded that H1: Product Quality has a positive and significant effect on customer loyalty at Pelangi Losari Brebes Printing with a t-count value of 2.251> 1.661 and a significant value of 0.028 <0.05. and the influence value is 20% reviewed from several indicators such as Performance, Features, Reliability, Conformity to Specifications, Durability, and Ease of Repair, H2: Product Quality has a positive and significant effect on customer satisfaction at Pelangi Losari Brebes Printing with a t-count value of 2.774 <t-table 1.661 and a sig. value of 0.007> 0.05. and the influence value is 49% reviewed from several indicators such as Reliability, Responsiveness (ability to respond), Assurance (guarantee), Empathy (empathy) and Tangible (physical evidence). And H3 Product quality and service quality simultaneously have a positive and significant effect on customer loyalty at Pelangi Losari Brebes Printing with a calculated F-value > F-table (6.866 > 2.695) and a significant value of 0.000 < 0.05. and the influence value is 61.20% and the remaining 38.80% is influenced by variables not examined in this study.
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