THE INFLUENCE OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH CONSUMER SATISFACTION OF KENTUCKY FRIED CHICKEN (KFC) IN JEMBER

Abstract

This research aims to determine the effect of product and service quality on customer loyalty through KFC consumer satisfaction in Jember. This research is explanatory research, which aims to show the position and influence of the variables studied. The population in this research is all KFC Jember consumers. The sampling method is non-probability sampling with a purposive sampling technique. The sample used was 100 respondents. This research uses quantitative data. The data source in this research is primary data by distributing questionnaires directly to selected respondents. The data analysis method used is path analysis. The research results show that: Product quality has a significant effect on consumer satisfaction. Service quality has a substantial effect on consumer satisfaction. Product quality has a significant effect on customer loyalty. Consumer satisfaction has a significant effect on customer loyalty. Product quality has a significant effect on customer loyalty through consumer satisfaction. Service quality has a significant effect on customer loyalty through consumer satisfaction. The findings of this research are that service quality does not have a significant effect on customer loyalty.

Keywords

• product quality
• service quality
• customer satisfaction
• customer loyalty.