Kualitas Produk dan Kualitas Pelayanan Pada loyalitas pelayanan: Tinjauan Penelitian

Abstract

Introduction/Main Objectives: Customer loyalty is an important thing that must be considered by the company. If the company has a loyal customer, then this can be a very valuable asset for the company. Background Problems: This study aims to determine whether product quality affects consumer loyalty to Fried Chicken Lamongan consumers? Does service quality affect consumer loyalty to Fried Chicken Lamongan consumers? Does product quality and service quality affect consumer loyalty Fried Chicken Lamongan. Novelty: consumer loyalty as the dependent variable where it is very rare to find consumer loyalty as the dependent variable. Research Methods: The research design with a survey approach provides questionnaires, interviews, and observations to the target sample. The data was then analyzed using descriptive analysis and multiple regression analysis. Finding/Results: The results show that product quality has a positive and significant effect on customer loyalty, service quality has an effect on consumer loyalty. Meanwhile, product quality and service quality have a positive and significant effect on consumer loyalty simultaneously. Conclusion: Study regarding the variables of product quality and service quality which are closely related to significant customer satisfaction. Limitations. scope of research, this research only examines the problem of the influence of product quality and service quality on consumer loyalty