Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Pelanggan Brand Mortar Utama pada PT KA
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Abstract
This study aims to analyze the effect of product quality and service quality on customer satisfaction of Brand Mortar Utama distributed by PT KA. The study used a quantitative approach with a cross-sectional survey method. Data were collected through a questionnaire involving 74 respondents, selected using a purposive sampling technique. The variables studied included service quality and product quality as independent variables, and customer satisfaction as the dependent variable. Data analysis was carried out with the help of Smart PLS. The results showed that service quality and product quality had a positive and significant effect on customer satisfaction. Product quality is able to meet customer expectations and responsive service in meeting customer needs contributes positively to customer satisfaction.
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