PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN DI PIZZA HUT SURABAYA

Amelinda Halim(1*), Febrian Jaya Kurniawan(2), Fransisca Andreani(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Abstrak
Tujuan penelitian ini adalah menganalisis dan menjelaskan pengaruh kualitas produk dan kualitas layanan terhadap kepuasan pelanggan dan loyalitas pelanggan. Jenis penelitian ini adalah kausalitas. Sampel dalam penelitian ini sebanyak 205 orang pelanggan Pizza Hut Surabaya. Teknik pengambilan sampel yang digunakan peneliti adalah purposive sampling. Metode pengumpulan data dengan kuesioner. Peneliti menggunakan analisa deskriptif dan Path Analysis untuk analisa data. Hasil penelitian menunjukkan terdapat pengaruh signifikan yang positif antara kualitas produk dan kualitas layanan terhadap kepuasan pelanggan dan loyalitas pelanggan Pizza Hut Surabaya.
Kata kunci :
Kualitas Produk, Kualitas Layanan, Kepuasan Pelanggan, dan Loyalitas
Pelanggan.
Abstract
The purpose of this study is to analyze and explain the effects of product quality and service quality on customer satisfaction and customer loyalty. The type of this research is causality. The samples in this study were 205 customers of Pizza Hut Surabaya. The sampling technique used is purposive sampling. Method of data collection is questionaire. Researchers are using descriptive analysis and Path Analysis for data analysis. The results show a positive significant between product quality and service quality on customer satifcation and customer loyalty at Pizza Hut Surabaya.
Key words :
Product Quality, Service Quality, Customer Satisfaction, and Customer
Loyalty.


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