Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Dealer Daihatsu MERR di Kota Surabaya

Nurul Hariyanto (Universitas 45 Surabaya)
Achmad Daengs GS (Universitas 45 Surabaya)

Jurnal Mahasiswa Manajemen dan Akuntansi
Vol. 5 No. 2 (2026): Oktober : JUMMA'45: Jurnal Mahasiswa Manajemen dan Akuntansi

This study aims to analyze the effect of product quality and service quality on customer satisfaction at Dealer Daihatsu Merr Di Kota Surabaya Surabaya. This research used a quantitative approach with data collection techniques through questionnaires distributed to 100 respondents who were customers of Dealer Daihatsu Merr Di Kota Surabaya. The sampling technique used was accidental sampling. The independent variables in this study were product quality and service quality, while the dependent variable was customer satisfaction. The data analysis methods used included validity test, reliability test, classical assumption test, multiple linear regression analysis, t-test, F-test, and coefficient of determination using the SPSS program. The results of the study indicate that product quality has a positive and significant effect on customer satisfaction. Service quality also has a positive and significant effect on customer satisfaction. Simultaneously, product quality and service quality have a significant effect on customer satisfaction at Dealer Daihatsu Merr Di Kota Surabaya Surabaya. This indicates that the better the product quality and service quality provided, the higher the level of customer satisfaction.