PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN ( Studi Pada Pelanggan Warung Susu Racik Maktam Kediri )

The aim of this research is to determine the influence of service quality and product quality on customer loyalty which is mediated by customer satisfaction. The population in this study were customers who bought Maktam Kediri racik milk stall products. The sample in this study amounted to 140 respondents, where the sampling technique used was non-probability sampling. This research uses path analysis or path analysis processed with the SPSS program. Based on the results of the research and discussions that have been carried out, it can be concluded as follows: service quality is included in the very good criteria, product quality is included in the good criteria, customer satisfaction is included in the satisfied criteria and customer loyalty is included in
the very loyal category. Service quality has a positive and significant effect on customer loyalty. Product quality has a positive and significant effect on customer loyalty. Service quality has a positive and significant effect on customer satisfaction. Product quality has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction is able to mediate the relationship between service quality and customer loyalty. Customer satisfaction is able to mediate the relationship between product quality and customer loyalty.