The Influence of Product and Service Quality on Consumer Satisfaction and Consumer Loyalty in Water Packaging Company Marshof Brand at CV. Tirta Alam Raya Banyuwangi

Abstract

This research is intended to know the effect of product and service quality to customer satisfaction and loyalty on Marshof bottled water product (AMDK). This research use quantitative research through explanatory research because data obtained from the number then the number will be analyzed. Data sources in this research is primary data obtained through a questionnaire and secondary data included from the articles, journals, and books. The population this research are AMDK Customer on Marshof CV. Tirta Alam Raya. The sample taken from a customer who ever buy, consume, and repurchase AMDK Marshof. The data was collected by distributing 140 questionnaires to AMDK Marshof consumers. The results of hypothesis testing using AMOS 22 software, found results that there are five accepted hypothesis. Based on these results, it can be concluded that quality product and service influence to consumer satisfaction also loyalty. The results showed that in the variable of product quality, reliability indicator which represented by dimension of product seal strength has the lowest average, therefore CV. Tirta Alam Raya needs to improve the product quality of seals to get a good quality product image. The service quality variable also needs to be improved in the dimension of service alertness and handling of consumer complaints in order to get consumer satisfaction and loyalty.

Keywords: product quality, service quality, consumer satisfaction, consumer loyalty, AMDK.