<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan Brand Mortar Utama yang didistribusikan oleh PT KA. Penelitian menggunakan pendekatan kuantitatif dengan metode survei cross-sectional. Data dikumpulkan melalui kuesioner yang melibatkan 74 responden, dipilih menggunakan teknik purposive sampling. Variabel yang diteliti mencakup kualitas pelayanan dan kualitas produk sebagai variabel independen, serta kepuasan pelanggan sebagai variabel dependen. Analisis data dilakukan dengan bantuan Smart PLS. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan kualitas produk memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas produk mampu memenuhi ekspektasi pelanggan dan pelayanan yang responsif dalam memenuhi kebutuhan pelanggan berkontribusi positif terhadap kepuasan pelanggan. This study aims to analyze the effect of product quality and service quality on customer satisfaction of Brand Mortar Utama distributed by PT KA. The study used a quantitative approach with a cross-sectional survey method. Data were collected through a questionnaire involving 74 respondents, selected using a purposive sampling technique. The variables studied included service quality and product quality as independent variables, and customer satisfaction as the dependent variable. Data analysis was carried out with the help of Smart PLS. The results showed that service quality and product quality had a positive and significant effect on customer satisfaction. Product quality is able to meet customer expectations and responsive service in meeting customer needs contributes positively to customer satisfaction.]]>
Copyrights © 2025
