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

Abstract

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.