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

Authors

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

Keywords:

Kualitas Pelayanan, Kualitas Produk, Kepuasaan Pelanggan, Loyalitas, Keputusan Pembelian

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

05/30/2019

How to Cite

Ahmaddien, I., & Widati, E. (2019). PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN KEPUTUSAN PEMBELIAN TERHADAP LOYALITAS PELANGGAN GO FOOD MELALUI VARIABEL KEPUASAAN. Jurnal INTEKNA : Informasi Teknik Dan Niaga, 19(1), 40–45. Retrieved from https://ejurnal.poliban.ac.id/index.php/intekna/article/view/721