Hanwari, Lysandra Bryna (2023) The Effect of Product Quality and Service Quality on Customer Satisfaction at Sinar Mas Gold Jewelry Store. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Sinar Mas Gold Jewelry Store is a company engaged in the sale of gold jewelry. The successful key of Sinar Mas Gold Jewelry Store in the field of gold jewelry is focused on customer satisfaction in order to survive and dominate the market. The problem of this research Sinar Mas Gold Jewelry Store has made significant decrease seen from gold sales data from 2015 to 2021. There is consumer complaint arises on product quality and service quality that has been provided on customer in Sinar Mas. In order to improve customer satisfaction, Sinar Mas Gold Jewelry Store trying to provide the kind of products and services superior facilities that aims to satisfy customers. The purpose of this research to determine whether there is an effect of product quality and service quality at Sinar Mas Gold Jewelry Store. The sample was 100 customers of Sinar Mas Gold Jewelry Store that were taken using accidental sampling. Measurement scale with a Likert scale. Data collection by using a questionnaire. While the data analysis technique used was simple and multiple regression analysis. The results of this study indicate that product quality and service quality have a positive effect partially and simultaneously on the customer satisfaction, where together, the product quality has the greatest influence on the customer satisfaction. Partially, product quality contributed 53.8% to the customer satisfaction, while the service quality contributed 66.9% to the customer satisfaction. Then simultaneously product quality and service quality contributed 71.2% to the customer satisfaction. Based on these results, it is suggested that Sinar Mas Gold Jewelry Store be able to improve the quality of customer service and products offered to compete and outperform competitors with understanding customer needs and desires. Therefore, it can help Sinar Mas gold jewelry store to expand market share, increase profitability and ensure trade sustainability.

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