The Influence of Service Quality and Product Quality Towards Costumer Loyalty Through Customer Satisfaction at Pt Telkomcel Ermera Branch

Abstract

This study aims to determine and analyze the effect of service quality and product quality on customer loyalty through customer satisfaction at PT Telkomcel Ermera Branch. The population in this study is infinite Telkomcel product customers. The number of samples in this study were 100 respondents with a sampling technique using purposive sampling. Data collection techniques using observation, questionnaires, documentation, and literature studies. The data analysis technique in this study used SMART-PLS. The results showed that service quality had a positive and significant effect on customer satisfaction, product quality had a positive and significant effect on customer satisfaction, service quality had a positive and significant effect on customer loyalty, product quality had a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty through customer satisfaction and product quality has a positive and significant effect on customer loyalty through customer satisfaction.