The Effect of Service Quality and Product Quality on Customer Loyalty through Customer Satisfaction of Tengkleng Ndeso Purwokerto

Nabila Auliah; Muchammad Agung Miftahuddin; Wida Purwidianti; Erny Rachmawati

doi:10.55927/ijbae.v4i5.269

Authors

Nabila Auliah Universitas Muhammadiyah Purwokerto
Muchammad Agung Miftahuddin Universitas Muhammadiyah Purwokerto
Wida Purwidianti Universitas Muhammadiyah Purwokerto
Erny Rachmawati Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i5.269

Keywords:

Service Quality, Product Quality, Customer Satisfaction, Customer Loyalty

Abstract

At RM Tengkleng N Deso Purwokerto, this study is to examine the impact of product and service quality on customer loyalty, using customer satisfaction as a mediating variable. It uses 151 respondents and a quantitative methodology with purposeful sampling. SEM-PLS was utilized to evaluate the data. The study's findings show that customer satisfaction is significantly positively impacted by both product and service quality. Customer loyalty is positively and significantly impacted by service quality, but it is unaffected by product quality. Nonetheless, client loyalty is significantly enhanced by customer satisfaction. Additional findings suggest that the relationship between service and product quality and customer loyalty can be mediated by customer satisfaction. The implications of this study encourage RM Tengkleng Ndeso to enhance the quality of its services and products, thereby increasing customer satisfaction.

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