Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen di Kedai Kaizar Lahat

Abstract

This study aims to determine: (1) the effect of product quality on customer satisfaction of Kedai Kaizar Lahat (2) the quality of service on customer satisfaction of Kedai Kaizar Lahat, and (3) the effect of product quality and service quality on customer satisfaction of Kedai Kaizar Lahat. This research is a survey research with an associative design. The population in this study were all consumers of Kedai Kaizar Lahat. The sample of this research is most consumers of Kedai Kaizar Lahat in Kab. Lahat, amounting to 60 people. Data collection using a questionnaire that has been tested for validity and reliability. The data analysis technique used in this study is multiple regression analysis. The results of the study with a significance level of 5% found that (1) product quality has a positive effect on customer satisfaction, (2) service quality has a positive effect on customer satisfaction and (3) product quality and service quality have a positive and significant effect on customer satisfaction.