The effect of product quality and service quality on customer satisfaction at PT. Wira Utama Sentosa Abadi in Medan

Vincent, Vincent (2021) The effect of product quality and service quality on customer satisfaction at PT. Wira Utama Sentosa Abadi in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the concept, a product is recognized and considered successful if its function is able to provide satisfaction to customers. This study aims to analyze the effect of product quality and service quality on customer satisfaction at PT Wira Utama Sentosa Abadi in Medan, which this company is engaged in the sale of furniture. The study population was the customers of PT Wira Utama Sentosa Abadi, located on Jl. Prof. HM. Yamin Sh No.23, Perintis, GH, Medan City, North Sumatra. The data collection technique used a questionnaire by taking 464 respondents according to predetermined criteria and uses simple random sampling as the sampling technique. This research uses multiple linear regression analysis with the results of the F test show that product quality and Service Quality together have a positive and significant effect on customer satisfaction at PT Wira Utama Sentosa Abadi in Medan. The t test results showed that product quality had a significant effect on customer satisfaction and service quality also as a significant effect on customer satisfaction. The results of the coefficient of determination shown by the R square of 0.624 which means that Product Quality and Service Quality have an effect on 62.4% of customer satisfaction variables at PT Wira Utama Sentosa abadi, while the rest at 37.6% can be explained by other factors. Based on the outcome of this research, it is recommended for the company to increase the quality of the product and also the quality of the service in order to increase the customer satisfaction. / Dalam konsepnya, suatu produk diakui dan dianggap berhasil jika fungsinya mampu memberikan kepuasan kepada pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan pada PT Wira Utama Sentosa Abadi di Medan yang bergerak di bidang penjualan furniture. Populasi penelitian adalah pelanggan PT Wira Utama Sentosa Abadi yang beralamat di Jl. Prof HM. Yamin Sh No.23, Perintis, GH, Kota Medan, Sumatera Utara. Teknik pengumpulan data menggunakan kuesioner dengan mengambil 464 responden sesuai kriteria yang telah ditentukan dan menggunakan simple random sampling sebagai teknik pengambilan sampel. Penelitian ini menggunakan analisis regresi linier berganda dengan hasil uji F menunjukkan bahwa kualitas produk dan Kualitas Pelayanan secara bersama-sama berpengaruh positif dan signifikan terhadap kepuasan pelanggan pada PT Wira Utama Sentosa Abadi di Medan. Hasil uji t menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap kepuasan pelanggan dan kualitas pelayanan juga berpengaruh signifikan terhadap kepuasan pelanggan. Hasil koefisien determinasi ditunjukkan dengan R square sebesar 0,624 yang artinya Kualitas Produk dan Kualitas Pelayanan berpengaruh terhadap 62,4% variabel kepuasan pelanggan pada PT Wira Utama Sentosa abadi, sedangkan sisanya sebesar 37,6% dapat dijelaskan oleh pihak lain. faktor. Berdasarkan hasil penelitian ini, direkomendasikan kepada perusahaan untuk meningkatkan kualitas produk dan juga kualitas pelayanan untuk meningkatkan kepuasan pelanggan.

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