THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER SATISFACTION AT ALFAMIDI RINGROAD STORE 3

Lambok  Manurung; Etty Harya Ningsi; Slamet Widodo

Authors

Lambok Manurung Department of Management Retail, Faculty of Ecomonics, Battuta University
Etty Harya Ningsi Department of Accounting, Faculty of Ecomonics, Battuta University
Slamet Widodo Department of Management, Faculty of Ecomonics, Pembangunan Panca Budi University

Keywords:

Product Quality, Service Quality, Customer Satisfaction.

Abstract

This study is examining the effect of product quality (X1) and service quality (X2) on the customer satisfaction of ALFAMIDI shop ring-road 3 with a total of 90 respondents in this study conducted in 2021. This analysis includes classical assumption test, multiple regression analysis, hypothesis testing through t-test and F test, and analysis of the coefficient of determination (R2). The results of the analysis using the t-test can be seen that the independent variable namely product quality (X1) has a positive but not significant effect partially on the dependent variable, namely customer satisfaction (Y) while it is known that the independent variable namely service quality (X2) has a positive but not significant effect partially on the dependent variable, namely customer satisfaction (Y). The results of the analysis using the F test can be seen that the two independent variables, namely product quality (X1) and service quality (X2) together have a positive but not significant effect on the dependent variable namely customer satisfaction (Y). The results of the analysis using the coefficient of determination are known that 01.2% of employee performance can be obtained and explained by product quality (X1) and service quality (X2). While the remaining 98.8% is explained by other variables not included in this study.

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