ANALISIS PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITA PELANGGAN MELALUI NILAI PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This research  aims to determine and analyze the influence of service quality and product quality on costemer loyalty through custemer value as a intervening variable, the sample in this study were 75 UD. Bugenvil custemers. The data analysis method used is path or path analysis. Based on the result of the hypotehesis test the results show that the sevice quality and product quality variables have a direct and significant effect on customer value. Service quality variables, product quality has a significant loyalty. Cutomer value variable have a significant direct effect on customer loyalty. Variables of service quality and product quality indirectly influence cutomer value as intervening variables.

Keyword: Service Quality, Product Quality, Customer Loyalty, Customer Value.