PENGARUH PERSEPSI KUALITAS PRODUK DAN PERSEPSI KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN VARIABEL INTERVENING KEPUASAN PELANGGAN

This study aims to analyze and explain the effect of product quality perceptions and service quality perceptions directly on customer loyalty and customer satisfaction, the influence of customer loyalty on customer satisfaction, and the indirect effect of product quality perceptions and service quality perceptions on customer loyalty through customer satisfaction as intervention variable. This research was conducted on customers of Bakpia Kukus Tugu Jogja products with a total sample of 167 respondents obtained through the questionnaire method. The sampling technique used is purposive sampling based on the criteria of customers who are domiciled in the Province of the Special Region of Yogyakarta and have purchased Bakpia Kukus Tugu Jogja products at least once in the last six months. The analytical method used is Structural Equation Modeling (SEM) which is processed through AMOS 26.0 software. The results of this study indicate that perceptions of product quality and service quality have a positive and significant effect on customer satisfaction, perceptions of product quality have a positive and significant effect on customer loyalty, perceptions of service quality have no effect on customer loyalty, customer satisfaction has no effect on customer loyalty, customer satisfaction is proven be an intervening variable on the relationship between perceived product quality and customer loyalty, but customer satisfaction is not proven to be an intervening variable on the relationship between perceived service quality and customer loyalty.