PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN INOVASI PRODUK TERHADAP KEPUASAN UNTUK MENINGKATKAN LOYALITAS PELANGGAN

Abstrak

Customer satisfaction is an important factor in building customer loyalty as well as in the company's long-term development efforts. Creating satisfied consumers can done by fulfilling the expectations of consumers which can then hinder the consumer's desire to switch to another product or company, so that customer loyalty can also be formed. The purpose of this study is to explain the effect of service quality, product quality, and product innovation on satisfaction to increase consumer loyalty. This research was conducted on CV Bintang Harapan Kurnia customers in Denpasar. The sample population was taken as many as 100 respondents, with a purposive sampling method. Data collection is done through questionnaires. The data analysis technique used is PLS version 3.0. Based on the results of the analysis, it was found that service quality, product quality, and product innovation had a significant positive effect on customer satisfaction, and customer satisfaction had a significant positive effect on consumer loyalty. The theoretical implications obtained are in the form of theoretical contributions regarding customer loyalty, especially in terms of commitment, repurchase, and giving recommendations to other customers, while the practical implications are to provide evaluations to companies to improve service quality, product quality, and product innovation.

Keywords: service quality, product quality, product innovation, customer satisfaction, customer loyalty.