PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN (STUDI PADA KONSUMEN CIRCLE-K)

Abstract

The retail industry is evolving quite rapidly in line with the dynamics and principles of demand as well as the needs of consumers in Indonesia. The development of retail business is also marked with the entry of modern retail-retail from abroad. And one of those retail is Circle-k. This fact is interesting to watch the cause, as compared to the Indomart and Alfamart, Circle K offers different concepts through quality products with good quality assurance, service quality and satisfaction guarantee offered to the consumer. This study discusses the influence of product quality and service quality against complacency.This research is quantitative research. The respondents in this study is the consumer of the Circle-k. Samples taken as many as 110 samples with nonprobability sampling techniques. Research instrument used is the question form, and the data were analyzed by multiple linear regression.The results showed that the product quality partially effect significantly to customer satisfaction..Service quality partially didn’t effect significantly to custumers satisfaction. Product quality and service quality of influential simultaneously (together) to custumers satisfaction.

Keyword: product quality, service quality, customer satisfaction.