PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DALAM PEMBELIAN MOBIL PADA PT WAHANA WIRAWAN RIAU PEKANBARU

Abstract

This research aims to determine service quality and product quality on consumer satisfaction at PT Wahana Wirawan Riau Pekanbaru partially and simultaneously. This research uses associative quantitative methods with the SPSS program. The population is 65 consumers who purchased Nissan cars. The technique used is Accidental Sampling. The questionnaire used in this research was analyzed using multiple regression analysis. This analysis includes Validity Test, Reliability Test, Multiple Linear Regression, Hypothesis Testing via t Test and F Test and Determination Coefficient Analysis (R2).
The results of this research indicate that the results of the service quality hypothesis test have a significant effect on consumer satisfaction. Second, the product quality variable has a significant effect on consumer satisfaction. The test results of service quality and product quality have a significant partial and simultaneous effect on consumer satisfaction.
Keywords: Service Quality, Product Quality and Consumer Satisfaction