PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA CV INDAH BUSANA TANAH ABANG JAKARTA PUSAT

Abstract

This study aims to analyze the influence of product quality and service quality on customer satisfaction at CV Indah Busana, located in Tanah Abang, Central Jakarta. The research employed a quantitative survey approach involving 96 respondents. Multiple linear regression analysis was conducted using IBM SPSS Statistics version 23.

The results indicate that product quality has a positive but insignificant effect on customer satisfaction (t = 0.687; sig = 0.494 > 0.05). Meanwhile, service quality has a positive and significant effect on customer satisfaction (t = 7.055; sig = 0.000 < 0.05). Simultaneously, product quality and service quality significantly affect customer satisfaction (F = 56.115; sig = 0.000 < 0.05). Service quality was found to be the dominant variable.

Keywords: Product Quality, Service Quality, Customer Satisfaction.