PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA BENGKEL SISAM PEMATANGSIANTAR

The purpose of research is: 1. Description of product quality, service quality, customer loyalty and
customer satisfaction on Lathe Workshop Sisam Pematangsiantar. 2. The influence of product quality and service
quality againts customer satisfaction on Lathe Workshop Sisam Pematangsiantar simultaneously. 3. The influence
of product quality and service quality againts customer satisfaction on Lathe Workshop Sisam Pematangsiantar
partially. 4. The influence customer satisfaction againts customer loyalty on Lathe Workshop Sisam
Pematangsiantar. Design research is the research library and field research. The data type used is qualitative and
quantitative and data. Data sources are primary data and secondary data. The population in this research is the
customer Lathe Workshop Sisam Pematangsiantar of 40 people. Data collection is done with the interview,
questionnaire and the documentation. Analytical techniques used was multiple linier regression analysis and
simple, correlation coefficient, coefficient of determination, and hypothesis testing.
Research result can be summed up as follows: 1. Description of product quality are very well, well service
quality, customer satisfaction satisfied and customer loyalty well. There is a positive influence between product
quality and service quality toward customer satisfaction evidenced by the regression Ŷ = 3,781 + 0,180 X1 + 0,256
X2. 2. There is a positive influence between customer satisfaction toward customer loyalty evidenced by the
regression Ŷ = 5,987 + 1,157 X 3. There is moderately high and positive correlation between product quality and
service quality with customer satisfaction evidenced by r = 0,821 and R Square = 0,674. There is high and positive
correlation between customer satisfaction with customer loyalty is evidenced by the r = 0,816 and R Square =
0,670. 4. The results of the hypothesis H0 is rejected, meaning that product quality and service quality a positive and
significant effect against the customer loyalty with the customer satisfaction simultaneously intervening variables as
well as partial.
Keyword: product quality, service quality, customer satisfaction and customer loyalty.