Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan PT.Bumi Organik nernasional
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Abstract
The purpose of this study was to determine the effect of product quality, service quality, customer loyalty
through customer satisfaction. And to find out whether the effect on service quality can strengthen customer
satisfaction at PT. nternational Organic Earth. This type of research s associative research using a quantitative
approach. The population n this study s the number of respondents at PT. Bumi Organic nternasional, which
consists of 100 people, focuses on the assessment and nfluence between quality, loyalty and customer
satisfaction n the field of general administration and n terms of marketing and the sample used n this study s a
saturated sample of 100 respondents. The data analysis technique n this research s validity test and rehabilitation
test. The results showed that product and service quality had a positive and significant effect on customer
satisfaction through customer loyalty. Based on the results of the Sobel test, t was found that ndividual
characteristics strengthen the relationship between customer loyalty and service quality.
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