PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN (STUDI KASUS PADA PELANGGAN GRUP 20 DI LOTTEMart WHOLESALE SEMARANG)

Abstract

Business competition intensifies between companies, especially in the wholesale business or wholesale,
requires companies to devise appropriate marketing strategies with corporate goals of maintaining customer
loyalty. Developed marketing strategies that include product quality and service quality. Maintaining product
quality and service quality with good will give satisfaction to the customer that will ultimately lead to customer
loyalty. Wholesale LOTTEMart Semarang trying to maintain product quality and service quality to customers with a
good group of 20, but the reality is still a decline in a group of 20 customers. Therefore, we need some research on
customer loyalty group of 20
This study aims to determine how the effect of product quality and service quality on customer loyalty
(customer case study at Group 20 in LOTTEMart Wholesale Semarang). This type of research is explanatory
research with a sample of 100 respondents with a purposive sampling technique. Data collection techniques used
questionnaires and interviews. The data obtained were analyzed using a test of validity, reliability, simple linear
regression and multiple linear regression. While hypothesis testing using t-test and F test
The results showed that the positive effect of product quality on customer loyalty with t value 5.997. While the
positive impact of service quality on customer loyalty with t value 6.242. Then together, the quality of product and
service quality affects customer loyalty. Of the value of the coefficient of determination (0.328) it can be seen that
the quality of product and service quality contributed by 32.8% on customer loyalty.
Based on this analysis, the advice that can be given is that the LOTTEMart Wholesale Semarang to maintain
product quality by increasing the range, keeping it neat banded packs, provide product warranty is longer, and
improve product quality by ensuring all SNI. In addition, the LOTTEMart Wholesale Semarang expected to conduct
regular training to employees that were originally once a year to once every 6 months.