ANALISIS PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN LAYANAN DATA 4G: Studi Kasus PT. Internux
Kata Kunci:
kualitas layanan, kualitas produk, kepuasan pelanggan, loyalitas pelanggan.Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan kualitas produk terhadap kepuasan dan loyalitas pelanggan, serta pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. Data diperoleh dengan penyebaran kuesioner secara acak terhadap pelanggan bolt yang tersebar di Jabodetabek. Metode yang digunakan adalah kuantitatif dengan analisis jalur (path analisis). Hasil penelitian diperoleh bahwa 1) kualitas pelayanan secara langsung berpengaruh signifikan terhadap kepuasan pelanggan Bolt, 2) kualitas pelayanan secara langsung berpengaruh yang tidak signifikan terhadap loyalitas pelanggan Bolt, 3) kualitas produk secara langsung berpengaruh signifikan terhadap kepusan pelanggan Bolt, 4) kualitas produk secara langsung berpengaruh signifikan terhadap loyalitas pelanggan Bolt, dan 5) kepuasan pelanggan secara langsung berpengaruh signifikan terhadap loyalitas pelanggan Bolt.
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