PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN TAHU BAKSO IBU PUDJI UNGARAN SEMARANG

Abstract

The quality of service and product are two factors that have been stated by some research’s results as the main factors that influence to the loyality of costumers . Based on that case, this study is hold in order to examine the influence of the quality of service and product to the loyality of Ibu Pudji’s Tahu Bakso Costumers in Ungaran, Semarang. The hypothesis that will be examined are as follows : (a) the quality of service does not influence the loyality of Ibu Pudji’s Tahu Bakso costumers in East Ungaran Subdistrict, Semarang Regency, Central Java Province; (b) The quality of products influences the loyality of Ibu Pudji’s in East Ungaran Subdistrict, Semarang Regency, Central Java Province; (c) The quality of service and product influences the loyality of Ibu Pudji’s in East Ungaran Subdistrict, Semarang Regency, Central Java Province. Based on regression analysis, it is concluded that both the quality of service and product give positive influence to the loyality of costumers. Statistically, the quality of service does not influence to the loyality of costumers, but the quality of product is significant to the loyality of costumers with the level of belief up to 90%. The regression results shows that if the quality of product is increased 1% so that it will be followed by the increase of Tahu Bakso costumers 0,539 %. As a suggestion to the company, it is better to improve the quality of service and keep the quality of product in order to increase the loyality of costumers. Keywords : Quality of service, Quality of products, Loyality of costumers, “Tahu Bakso”