Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Loyalitas Pelanggan Ms Glow Palembang

  • Rina Rizkiana Universitas Multi data Palembang
  • Charisma Ayu P Universitas Multi Data Palembang
Keywords: Kualitas Pelayanan, Kualitas Produk, Loyalitas Pelanggan

Abstract

This research was conducted to see the effect of service quality and
product quality on customer loyalty at Ms. Glow Palembang. The sample size
taken was 267 respondents with purposive sampling method. The data analysis
technique used in this study was multiple linear regression analysis method
with SPSS Statistics 21 software carried out to analyze the research data. The
partial test results (t test) show the results of Service Quality has a significant
value of 0.000 <0.05. and product quality variables have a significant value
of 0.000 <0.05. Service Quality and Product Quality in the simultaneous test
(f test) simultaneously have a significant effect on customer loyalty with a sig
number of 0.000 <0.05.

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Published
2024-04-30