PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN KEPUTUSAN PEMBELIAN TERHADAP LOYALITAS PELANGGAN GO FOOD MELALUI VARIABEL KEPUASAAN

  • Iskandar Ahmaddien Universitas Sangga Buana, Fakultas Ekonomi, Manajemen
  • Endah Widati Universitas Indraprasta PGRI, FIPPS, Pendidikan Ekonomi

Abstract

Penelitian bertujuan menjelaskan pengaruh kualitas pelayanan, kualitas produk dan kepuasan pelanggan terhadap loyalitas pelanggan melalui keputusan pembelian di go-food. Metode penelitian yang digunakan adalah Analisa Jalur dengan menggunakan program SPSS Versi 24 dan AMOS Versi 23. Pengumpulan data menggunakan kuesioner yang di sebar kepada responden sebanyak 125 orang dengan menggunakan google form. Temuan penelitian ini menunjukkan bahwa Kualitas produk dan keputusan pembelian berpengaruh signifikan tehadap loyalitas pelanggan melalui variabel kepuasaan sedangkan kualitas pelayanan tidak berpengaruh signifikan tehadap loyalitas pelanggan melalui keputusan pembelian. Implikasi penelitian Walaupun kualitas layanan tidak berpengaruh akan tetapi disaranakan tetap di pertahankan karena kualitas layanan meruapakan penunjang loyalitas pelanggan.

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Published
2019-05-30
How to Cite
AHMADDIEN, Iskandar; WIDATI, Endah. PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN KEPUTUSAN PEMBELIAN TERHADAP LOYALITAS PELANGGAN GO FOOD MELALUI VARIABEL KEPUASAAN. Jurnal INTEKNA : Informasi Teknik dan Niaga, [S.l.], v. 19, n. 1, p. 40-45, may 2019. ISSN 2443-1060. Available at: <http://ejurnal.poliban.ac.id/index.php/intekna/article/view/721>. Date accessed: 16 june 2019.