PENGARUH KUALITAS PRODUK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA PADMA HERBAL BALI DI KABUPATEN TABANAN

Abstract

With the advancement of technology in various fields like today,
the business world is increasingly competitive in business, especially in
Indonesia which is marked by the existence of herbal companies that offer
many quality herbal products and are able to compete in the market. Every
company always tries to maintain the company's survival by making
effective and quality products so that customers feel satisfied and remain
loyal to the company. Padma Herbal is a herbal company that markets
health products, because the quality of its products has been highly trusted
by consumers from year to year, making this company grow rapidly.
Seeing this background, this thesis is entitled: "The Influence of Product
Quality and Customer Satisfaction on Customer Loyalty at Padma Herbal
Bali in Tabanan Regency. The formulation of the problem is how does
product quality and customer satisfaction influence customer loyalty at
Padma Herbal Bali in Tabanan Regency. The purpose of this research was
to find out and analyze the effect of product quality and customer
satisfaction on customer loyalty at Padma Herbal Bali. Data collection
methods are carried out by means of observation, interviews, and
questionnaires. The number of respondents in this study was 65, the
distribution of questionnaires was carried out using the accidental sample
method. In the first hypothesis test (t test) H0 is rejected and H1 is
accepted, because the tcount is 4.752 > ttable 1.999 and the significance
value is 0.000 <0.05. it can be concluded that variable X1 has a positive
and significant effect on variable Y. The second hypothesis test (t test) H0
is rejected and H2 is accepted, because the tcount is 2.946 > ttable 1.999
and the significance value is 0.005 <0.05. It was concluded that variable
X2 had a positive and significant effect on variable Y. The third hypothesis
test (Test F) H0 was rejected and H3 was accepted, because the Fcount
value was 50.616 > Ftable 3.15 and a significance value of 0.000 <0.05. It
was concluded that variables X1 and X2 had a positive and significant
effect on variable Y