ANALISIS PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA HOLLAND BAKERY PAMULANG)

Abstract

Abstract: Analysis of the Effect of Product Quality and Service Quality on Customer Satisfaction (Case Study at Holland Bakery Pamulang). This research was conducted to determine how the influence of product             quality on customer satisfaction, service quality on customer satisfaction and product quality and service quality on customer satisfaction. The population used in this study were all consumers of Holland Bakery Pamulang and samples were 100 customers who bought product in Holland Bakery Pamulang. In this study validity and reliability tests, multiple linear regression, hypothesis testing and coefficient of determination tests were conducted. The results of the study stated that partially product quality has a significant effect on customer satisfaction. partially, service quality has a significant effect on customer satisfaction. Simultaneously product quality and service quality significantly influence customer satisfaction.

Keywords: Product Quality, Service Quality and Customer Satisfaction

Abstrak: Analisis Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan (Studi Kasus pada Holland Bakery Pamulang). Penelitian ini dilakukan untuk mengetahui bagaimana pengaruh kualitas produk terhadap kepuasan pelanggan, kualitas layanan terhadap kepuasan pelanggan dan kualitas produk dan kualitas layanan terhadap kepuasan pelanggan. Populasi yang digunakan dalam penelitian ini adalah seluruh konsumen Holland Bakery Pamulang dan sampel sebanyak 100 konsumen yang membeli produk di Holland Bakery Pamulang. Dalam penelitian ini dilakukan uji validitas dan reliabilitas, regresi linier berganda, uji hipotesis dan uji koefisien determinasi. Hasil penelitian menyatakan bahwa secara parsial kualitas produk berpengaruh signifikan terhadap kepuasan konsumen. Secara parsial kualitas pelayanan berpengaruh signifikan terhadap kepuasan konsumen. Secara simultan kualitas produk dan kualitas layanan berpengaruh signifikan terhadap kepuasan pelanggan.

Kata Kunci: Kualitas Produk, Kualitas Pelayanan, dan Kepuasan Pelanggan.