Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan (Survei pada Pelanggan De\u27pans Pancake And Waffle di Kota Malang)

摘要

The purpose of this study is to analyze and explain the effect of product quality and service quality on customer satisfaction and customer loyalty. This type of research is explanatory research. The samples in this study were 112 customers of De\u27Pans Pancake and Waffle Malang. Sampling technique use sistematic random sampling. Method of data collection is questionaire. Data analysis using descriptive analysis and path analysis (path analysis). The results showed that a significant difference between the quality of products to customer satisfaction, service quality on customer satisfaction and customer satisfaction to customer loyalty, with a p-value (p <0.05), where as the effect of product quality on customer loyalty and influence the quality services to customer loyalty is not significant, with a p-value (p> 0,05).