Pengaruh Kualitas Pelayanan & Kualitas Produk Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Moderasi (Studi Kasus Pada Mutiara Resto Kintamani)

The purpose of this study to determine the effect of service quality and product quality on customer loyalty with customer satisfaction as a moderating variable, whether customer loyalty is influenced by service quality and product quality which is moderated by customer satisfaction. The population and sample in this research were obtained from customers who had visited Mutiara Resto Kintamani. Sampling used an accidental sampling technique with the criteria of having visited so that 100 respondents were obtained. The data collection technique is by distributing a questionnaire containing 19 questions. The data analysis technique used in this research uses SEM-PLS. The results of this research show that the service quality and product quality hypothesis is accepted and strengthens customer loyalty, the hypothesis customer satisfaction is accepted and strengthens customer loyalty, the service quality hypothesis is rejected and weakens customer loyalty which is moderated by customer satisfaction, the product quality hypothesis is accepted and strengthens customer loyalty is moderated by customer satisfaction.