Pengaruh kualitas Layanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan

Novia, Mirna Ayu
Semmaila, Baharuddin
Imaduddin, Imaduddin

Tata Kelola
Vol. 11 No. 2 (2024): Juli - Desember

Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas layanan melalui (Tangible, Reliability, Responsiveness, assurance, Emphaty) terhadap kepuasan pelanggan. Untuk mengetahui pengaruh kualitas produk melalui (fungsi, fitur, keandalan, kesesuaian, usia produk, estetika, perceived, quality) terhadap kepuasan pelanggan. Untuk mengimplementasikan tujuan tersebut maka digunakan analisis deskriptip. uji asumsi klasik, uji validitas dan uji reliabilitas. Hasil penelitian menemukan bahwa kualitas layanan melalui bukti fisik, kehandalan, daya tanggap, jaminan dan empati berpengaruh postif dan signifikan terhadap kepuasan pelanggan. Kualitas produk melalui fungsi, fitur, keandalan, kesesuaian, usia produk, estetika, perceived, quality berpengaruh positif dan signifikan terhadap kepuasan pelanggan . dari kedua variabel bebas yang digunakan dalam menetukan tingkat kepuasan pelanggan, ternyata variabel kualitas produk yang mempunyai pengaruh dominan dalam meningkatkan kepuasan pelanggan pada Toko Novia di Pusat Grosir Butung Makassar. The purpose of this research is to find out the effect of quality of service through (Tangible, Reliability, Responsiveness, assurance, Emphaty) on customer satisfaction. To know the effect of product quality through (functionality, features, reliability, suitability, product age, aesthetics, perceived, quality) on customer satisfaction. To implement these objectives, descriptive analysis is used. classic assumption test, validity test and reliability test. The results found that the quality of service through physical evidence, reliability, responsiveness, assurance and empathy had a significant effect on customer satisfaction. Product quality through functionality, features, reliability, suitability, product age, aesthetics, perceived, quality has a positive and significant effect on customer satisfaction. of the two free variables used in improving customer satisfaction levels, it turns out that product quality variables have a dominant influence in improving customer satisfaction at Novia Store in Butung Makassar Wholesale Center.