Abstract
The purpose of this study was to determine the effect of the role of customer satisfaction in mediating the effect of product quality on customer loyalty. This study located in Denpasar City involved 100 respondents who had consumed KFC more than once with the purposive sampling method, collected through a questionnaire using descriptive statistical analysis techniques and path analysis and sobel test. Based on the results of the analysis it was found that product quality had a significant positive effect on customer satisfaction. The higher the quality provided, the higher the level of satisfaction felt. Product quality has a significant positive effect on customer loyalty. The higher the quality of the product, the higher the level of customer loyalty for a product. Customer satisfaction has a significant positive effect on customer loyalty. The higher the level of customer satisfaction, the higher the level of customer loyalty to the product provided. Customer satisfaction is able to mediate the influence of product quality on customer loyalty. The role of mediation owned by customer satisfaction indirectly affects product quality towards customer loyalty.
 Keywords: product quality, customer satisfaction, customer loyalty
Highlights
The purpose of this study was to determine the effect of the role of customer satisfaction
This study located in Denpasar City involved
on the results of the analysis it was found that product quality had a significant positive effect on customer satisfaction
Summary
Tabel 1. menunjukkan bahwa jumlah/unit gerai restoran cepat saji di Indonesia dari tahun 2012 hingga 2016 terus mengalami peningkatan.Peningkatan jumlah restoran cepat saji (fast food) tersebut menimbulkan persaingan yang semakin ketat, agar dapat memenangkan persaingan tersebut perusahaan dituntut memiliki keunggulan tersendiri untuk memikat konsumen sehingga dapat mempertahankan pangsa pasar yang sudah ada. Penelitian sebelumnya yang dilakukan oleh Suwarni & Mayasari (2011) dan Afshar et al (2011) menyatakan bahwa terdapat pengaruh yang signifikan antara kualitas produk terhadap loyalitas konsumen. Kualitas produk selain berpengaruh kepada loyalitas pelanggan, juga dapat berpengaruh kepada kepuasan pelanggan.Hasil penelitian sebelumnya yang dilakukan oleh Gaol & Hidayat (2016) menemukan hasil bahwa kualitas produk berpengaruh positif dan signifikan terhadap tingkat kepuasan konsumen. Menurut Kotler (2012) mendefinisikan bahwa kepuasan pelanggan merupakan perasaan puas atau kecewa seseorang yang dihasilkan dari perbandingan performa produk atau hasil dengan ekspektasi, sedangkan menurut penelitian Ruggieri & Silvestri (2014) kepuasan adalah patokan untuk menilai sebuah kualitas produk dan layanan. Namun hasil yang berbeda ditemukan dalam penelitian Shahin et al (2011) dan Wiguno (2014) yang menyatakan bahwa kepuasan konsumen memiliki pengaruh yang tidak signifikan terhadap loyalitas konsumen.
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