PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DI PT TJOKRO BERSAUDARA SANGATTAINDO

Abstract

This research aims to identify and analyze the influence of service quality and product quality on consumer satisfaction at PT Tjokro Bersaudara Sangattaindo. The theoretical foundation of this study includes service quality and product quality in relation to consumer satisfaction.

The research was conducted among consumers of PT Tjokro Bersaudara Sangattaindo, employing a saturated sampling method. This technique involves selecting a sample from the population based on the researcher's considerations or preferences. In this case,

32 respondents were surveyed. Data collection was carried out through the distribution of questionnaires using Google Forms. The data were analyzed using multiple linear regression with the assistance of the statistical program SPSS version 29.

The results of this study indicate that: 1) Service quality has a negative and insignificant impact on consumer satisfaction, meaning that the better the service quality provided, the lower the consumer satisfaction at PT Tjokro Bersaudara Sangattaindo. 2) Product quality has a positive and significant impact on consumer satisfaction, indicating that the better the quality of the

products produced, the higherthe consumer satisfaction at PT Tjokro Bersaudara Sangattaindo