“PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN” (Studi pada Pelanggan Al-Zena Skin Care Pati Cabang Winong)

Abstract

Product and service quality are the factors that can influence the high loyalty of Al-Zena Skin Care Pati of Branch Winong’s customers. With the good quality products and good services, it will further increase the loyalty of Al-Zena Skin Care Pati of Branch Winong customers. The purpose of this study is to determine the effects of product and service quality of Al-Zena Skin Care Pati of Branch Winong’s customers. The type of research used is accidental sampling and explanatory research, with samples of 100 respondents of Al-Zena Skin Care Pati of Branch Winong’s customers. The sampling technique used is purposive sampling with the criteria of respondents aged over 15 years who have a member card and at least they are active in the last 3 months in using products and the beauty treatment in Al-Zena Skin Care Pati of Branch Winong. Data collection using questionnaires with Likert measurement scale. The researcher uses many kinds of data analysis such as validity test, reliability test, correlation coefficient (R), and simple linear regression, coefficient of determination (R2), t test and F test by using SPSS program. The results of this study concludes that product and service quality have strong and significant influences on customer loyalty, either partially or simultaneously. Product and service quality together have a positive effect on customer’s loyalty, which means product and service quality give influences to the level of customer’s loyalty. Product and service quality have strong influences on customer’s loyalty as it is evidenced by the correlation coefficient (R) of 0.711.