PENGARUH KUALITAS PRODUK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PRODUK KECANTIKAN MADAME GIE PADA MASYARAKAT KOTA SORONG

Abstract

This study aims to determine the effect of product quality and customer satisfaction on consumer loyalty to Madame Mie products in Sorong City. The research data was obtained from a (primary) questionnaire distributed to consumers who use Madame Gie's products. The sample used in this study was 126 respondents with quantitative approach research methods or statistical data analysis.  The results of this study indicate that (1) Product Quality and Customer Satisfaction have a simultaneous effect on Consumer Loyalty. This is evidenced by the results of the F (simultaneous) test with a Sig value of 0.000 < 0.05, which means that product quality and customer satisfaction affect consumer loyalty. (2) In the variable X1 the results of the statistical T test have a significant value smaller than the level of significance, namely 0.000 < 0.05. While the variable X2 T test results have a significantly smaller value than the level of significant that is 0.000 < 0.05. (3) Variables X1 and X2 (independent) have a positive and significant effect on variable Y (dependent) and each variable X1 and X2 the hypothesis of the independent variable accepts H1 & H2, and rejects H0.