Wibowo, Teguh and Shihab, Muchsin S. (2017) DAMPAK KUALITAS PRODUK DAN LAYANAN PURNA JUAL TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN. Universitas Bakrie. (Unpublished)
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Abstract
This study was conducted to analyze the effect of product quality and after sales service on loyalty through customer satisfaction. Both primary and secondary data were employed. The secondary data were taken from various sources such as books, journals, and other related publication. The primary data were obtained through survey using questionnaire distributed to customers of PT Bukaka Teknik Utama, Tbk (PT.BTU). A total of 75 respondents were obtained. Various statistical tests such as validity, reliability and classical assumptions were employed. Using Path analysis, the results showed that product quality and after sales service had a positive and significant effect on customer satisfaction both individually and simultaneously. Meanwhile it was also found that product quality, after sales service and customer satisfaction had a positive and significant effect on customer loyalty individually and simultaneously. It’s recommended that PT. BTU should put more effort on product quality and after sales service to increase customer satisfaction and loyalty.
| Item Type: | Other |
|---|---|
| Uncontrolled Keywords: | product quality, after sales service, customer satisfaction, customer loyalty |
| Subjects: | Customer Behavior Customer Satisfaction |
| Divisions: | Lembaga Penelitian dan Pengembangan |
| Depositing User: | Ahmad Yani |
| Date Deposited: | 10 Mar 2017 06:16 |
| Last Modified: | 22 Feb 2018 02:28 |
| URI: | http://repository.bakrie.ac.id/id/eprint/556 |
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