ANALISIS PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA MATAHARI DEPARTMENT STORE CILEUNGSI
DOI:
https://doi.org/10.32493/jpkpk.v2i1.1990Abstract
Abstrak
Penelitian ini bertujuan untuk menguji pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan Matahari Department Store Cileungsi. Populasi penelitian ini seluruh pelanggan Matahari Department Store Cileungsi. Metode penelitian ini menggunakan metode kuantitatif, penelitian ini digunakan untuk mencari hubungan antara beberapa variabel dengan variabel lain. Penelitian ini menggunakan data primer yang berasal dari jawaban responden, data tersebut diolah dan dihitung untuk mengetahui pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan dan data sekunder yang berasal dari teori-teori yang diperoleh dari buku-buku,internet dan data dokumen perusahaan yang berhubungan dengan penelitian ini. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan antara kualitas produk terhadap kepuasan pelanggan secara partial dengan nilai regresi sebesar 0,251 dan t hitung sebesar 2,391 > t tabel 1,986 dengan signifikansi 0,019 < 0,05. Terdapat pengaruh yang positif dan signifikan antara kualitas pelayanan terhadap kepuasan pelanggan secara partial dengan nilai regresi sebesar 0,386 dan t hitung sebesar 4,568 > t tabel 1,986 dengan signifikansi 0,000 < 0,05. Terdapat pengaruh yang positif dan signifikan dengan nilai Fhitung sebesar 26,776 > F tabel 3,09 dengan signifikansi 0,000 < 0,05.
Kata kunci: Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan
Abstract
This research aims to examine the effect of product quality and service quality on customer satisfaction Matahari Department Store Cileungsi. The population of this research is all customers of Matahari Department Store Cileungsi. The research method using quantitative method, this research is used to know the relationship between several variables with other variables. This research uses primary data derived from respondents' answers, data processed and calculated to determine the effect of product quality and service quality on customer satisfaction and secondary data derived from books, internet and corporate data related to this study. The results showed that there is a positive and significant influence between product quality on customer satisfaction partially with regression value of 0.251 and t arithmetic of 2.391> t table 1.986 with significance 0.019 <0.05. There is a positive and significant influence between the quality of service to customer satisfaction partially with regression value of 0.386 and t count of 4.568> t table 1.986 with significance 0,000 <0.05. There is a positive and significant influence with the Fcount of 26.776> F table 3.09 with the significance of 0.000 <0.05.
Keywords: Product Quality, Service Quality, Customer Satisfaction
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Jurnal Pemasaran Kompetitif is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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