THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION BJB BANK CIKARANG BRANCH
This study aims to: 1) determine the effect of product quality on customer satisfaction, 2) determine the effect of service quality on customer satisfaction, 3) determine the effect of product quality on customer loyalty, 4) determine the effect of service quality on customer loyalty, 5) determine the effect of customer satisfaction on customer loyalty, 6) determine the effect of product quality on customer loyalty through customer satisfaction, and 7) determine the effect of product quality on customer loyalty through customer satisfaction. The research was conducted at BJB Bank Cikarang Branch with a sample of 100 respondents. The sampling technique uses the incidental sampling technique. Methods of data analysis using descriptive analysis.
The results showed that: 1) there is an effect of product quality on customer satisfaction, 2) there is an effect of service quality on customer satisfaction, 3) there is an effect of product quality on customer loyalty, 4) there is an effect of service quality on customer loyalty, 5) there is an effect of customer satisfaction on customer loyalty, 6) there is no effect of product quality on customer loyalty through customer satisfaction, and 7) there is no effect of product quality on customer loyalty through customer satisfaction. The customer satisfaction variable cannot mediate the product quality and service quality variables on increasing customer loyalty.
Keywords: Product Quality, Service Quality, Customer Satisfaction Customer Loyalty
