Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Konsumen pada  Erafone Ciater Raya Serpong Kota Tangerang Selatan

Ade Rachmawan; Asep Sulaeman; Komarudin Komarudin; Surya Budiman; Raden Roro Ayu Metarini

doi:10.37481/jmoi.v4i2.202

Authors

Ade Rachmawan Universitas Pamulang
Asep Sulaeman Universitas Pamulang
Komarudin Komarudin Universitas Pamulang
Surya Budiman Universitas Pamulang
Raden Roro Ayu Metarini Universitas Pamulang

DOI:

https://doi.org/10.37481/jmoi.v4i2.202

Keywords:

Service Quality, Product Quality, Customer Satisfaction, Consumer Behavior, Retail Industry

Abstract

In today’s competitive retail industry, customer satisfaction has become a crucial determinant of business success. Companies are required to continuously improve service and product quality to meet customer expectations and maintain loyalty. This research aims to analyze the influence of service quality and product quality on customer satisfaction at Erafone Ciater Raya Serpong, South Tangerang City. The study employs a quantitative approach with an associative research method. The research objects are consumers who made purchases at Erafone Ciater Raya Serpong. A total of 98 respondents were selected using a simple random sampling technique. Data were collected through closed-ended questionnaires distributed directly to consumers, using the Likert scale to measure responses. The data were analyzed using multiple linear regression with the assistance of SPSS version 24, supported by descriptive analysis, classical assumption tests, and hypothesis testing. The findings indicate that both service quality and product quality have a positive and significant influence on customer satisfaction, both partially and simultaneously. These results highlight that responsiveness, reliability, and employee empathy, combined with high product quality that meets consumer expectations, play a crucial role in enhancing customer satisfaction. Therefore, Erafone is encouraged to maintain consistent service and product quality to strengthen customer loyalty, build trust, and enhance its positive corporate image in a highly competitive market.

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