PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA COSTUMER EXPERIANCE DI PT. ERAN PLASTINDO UTAMA BOGOR
Keywords:
Customer Satisfaction, Product Quality, Service Quality .Abstract
This study aims to analyze the influence of service quality and product quality on customer satisfaction in the Customer Experience at PT. Eran Plastindo Utama, Bogor. The company operates in the production and distribution of plastic products, where service quality and product quality are crucial factors in maintaining customer satisfaction. This research uses a quantitative approach with a population consisting of all customers of PT. Eran Plastindo Utama, and a sample of 40 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression methods with SPSS. Based on the research results, the t-value for the service quality variable was 6.099 > t-table value of 2.026 with a significance level of 0.000 < 0.05, indicating that service quality has a positive and significant effect on customer satisfaction. Meanwhile, the t-value for the product quality variable was -0.108 < t-table value of 2.026 with a significance level of 0.914 > 0.05, showing that product quality does not significantly affect customer satisfaction. Simultaneously, the F-value was 15.462 > F-table value of 3.23 with a significance level of 0.000 < 0.05, indicating that service quality and product quality together have a significant effect on customer satisfaction.
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