The Influence of Service Quality and Product Quality Towards Customer Loyalty to Customers Business at PT XYZ
DOI:
https://doi.org/10.59693/insoma.v3i2.73Keywords:
Service Quality, Product Quality, Customer LoyaltyAbstract
This study aims to examine the direct influence of service quality and product quality on customer loyalty. The data used are primary data, obtained from business customers, namely the supply chain management (procurement) division and the engineering division at XYZ company. Sampling of 50 respondents was carried out using the census method. As for hypothesis testing, the Structural Equation Model-Partial Least Square (SEM-PLS) approach was used with the measurement model using the Smart PLS version 3 program. The findings of this study are that service quality is proven to have a direct influence on customer loyalty. Then Product quality has been proven to have a direct influence on customer loyalty. Can concluded that customer loyalty capable influenced by variables service quality and product quality in a way partial.
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