Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Toyota Avanza di Singaraja

Abstract

This study aims to test the influence of (1) product quality on customer satisfaction, (2) quality of service to customer satisfaction, and (3) product quality and service quality to customer satisfaction of Toyota Avanza. Design research using caesal quantitative. The subject of this study was a user of Toyota Avanza type 1.3 G M/T in Singaraja who knew the ins and outs of Daihatsu Xenia type 1.3 R M/T and was more than twenty years old and had been using it for more than a year, which amounted to 100 respondents. The data was collected using a questionnaire instrument consisting of 14 statements which were later converted into interval data and analyzed using multiple linear regression methods. From the analysis that has been done obtained results that (1) product quality has a positive and significant effect on customer satisfaction, (2) service quality has a positive and significant effect on customer satisfaction, and (3) product quality and service quality have a significant effect on Toyota Avanza customer satisfaction.