Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi Kasus pada SHOWROOM Daeng Dirgo)

Riken, Adriano Dadikus
Rangga, Yoseph Darius Purnama
Transilvanus, Viktor Eko

Pusat Publikasi Ilmu Manajemen
Vol. 4 No. 3 (2026): Juli: Pusat Publikasi Ilmu Manajemen

This study aims to determine the influence of product quality and service quality on customer satisfaction at Daeng Dirgo Showroom. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers of Daeng Dirgo Showroom and analyzed using multiple linear regression, partial t-test, simultaneous F-test, and coefficient of determination. The findings show that product quality obtained a score of 74.69 and was categorized as good, service quality obtained a score of 74.94 and was categorized as good, while customer satisfaction obtained a score of 70.81 and was categorized as good. Partially, product quality has a significant effect on customer satisfaction, while service quality does not have a significant effect. Simultaneously, product quality and service quality have a significant effect on customer satisfaction. The coefficient of determination indicates that product quality and service quality contribute 42.2% to customer satisfaction, while the remaining 57.8% is influenced by other factors outside the variables studied. These findings indicate that improving product quality is important in increasing customer satisfaction at Daeng Dirgo Showroom.