PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN (Survey Pada Pelanggan Coffee Shop Starbucks Di Surabaya Dan Kuala Lumpur)

Authors

  • Prita Saraswati

Abstract

The purposes of this research are to determine the effect of Product and Service Quality on Costumer Satisfaction and Customer Loyalty. The type of this research is explanatory research, with quantitative method approach. The research is conducted in two places, Starbucks Coffee in Surabaya and Kuala Lumpur. The size of sample 112 persons. Sampling technique uses quota sample technique which consists of 80 customers in Surabaya, and 32customers in Kuala Lumpur. The data analysis techniques used in this research are path analysis and independent t-test. The results of this research show that there is a significant effect of the Product Quality on Customer Satisfaction, and a significant effect of the Service Quality on Customer Satisfaction. In addition, there is a significant influence of the Quality Product on Customer Loyalty, and a significant effect of the Service Quality on service Satisfaction. On the other hand, there is no significant influence between the Customer Satisfaction and Customer Loyalty. However, there is a different perception among the Starbucks customers in Surabaya and Kuala Lumpur towards the Service Quality. The result of this research demonstrated that there is no different perception among the customers for the Product Quality, Customer Satisfaction and Customer Loyalty. Key Words: Product Quality, Service Quality, Customer Satisfaction, and Customer Loyalty Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan dan Kesetiaan Pelanggan. Jenis penelitian yang digunakan yaitu penelitian penjelasan, dengan pendekatan kuantitatif. Sampel pada penelitian ini berjumlah 112 orang. Teknik pengambilan sampel dalam penelitian ini menggunakan sampel kuota yang terdiri dari 80 orangpelanggan Starbucks di Surabaya dan 32 orang pelanggan Starbucks di Kuala Lumpur. Teknik analisis data menggunakan analisis jalur dan uji independent t-test. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan terhadap Kualititas Produk pada Kepuasan Pelanggan, dan pengaruh signifikan terhadap Kualitas Pelayanan pada Kepuasan Pelanggan. Selain itu, terdapat pula pengaruh signifikan terhadap Kualitas Produk pada Loyalitas Pelanggan dan juga pengaruh signifikan terhadap Kualitas Pelayanan pada Kepuasan Pelanggan. Disisi lain, tidak terdapat pengaruh signifikan antara Kepuasan Pelanggan dengan Kesetiaan Pelanggan, namun terdapat perbedaan persepsi antar pelanggan Starbucks di Surabaya dan Kuala Lumpur tentang Kualitas Pelayanan. Dan yang terakhir, hasil dari penelitian menunjukkan bahwa tidak terdapat perbedaan persepsi antar pelanggan tentang Kualitas Produk, Kepuasaan Pelanggan, dan Loyalitas Pelanggan. Kata Kunci:Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan

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Published

2014-09-22

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Articles