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19552
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MUHAMMAD LUCKY ALAMSYAH
NIM
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THE EFFECTS OF PRODUCT QUALITY, SERVICE QUALITY AND PRICE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY
Abstrak (Bhs. Indonesia)
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas produk, kualitas layanan, dan harga terhadap kepuasan pelanggan dan loyalitas pelanggan (penelitian empiris restoran Mayasi Puwokerto). Sampel acak menemukan 110 responden dan data dianalisis dengan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif terhadap kepuasan pelanggan, kualitas layanan berpengaruh positif terhadap kepuasan pelanggan, namun harga berpengaruh positif terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan.
Abtrak (Bhs. Inggris)
The aim of this research was to analyze the effect of product quality, service quality, and price on customer satisfaction and customer loyalty ( an empirical study customer Mayasi restaurant Puwokerto). The random sampling found 110 respondents and data were analyzed by Structural Equation Model (SEM). The result of this research indicated that the product quality has a positive effect on customer satisfaction, the service quality has a positive effect on customer satisfaction, the price has a positive effect on customer satisfaction, the customer satisfaction has a positive effect on customer loyality.
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