ANALYSIS OF PRODUCT QUALITY AND SERVICE PURNA SELL ON CUSTOMER SATISFACTION WITH PURCHASE DECISIONS AS INTERVENING VARIABLES (Case study at PT Tirta Excelindo Pratama)

Abstract

This study aims to determine (1) to determine the effect of product quality on customer satisfaction, (2) to determine the effect of after-sales service on customer satisfaction, (3) to determine the effect of product quality on customer satisfaction through purchasing decisions as an intervening variable, (4) ) To determine the effect of after-sales service on customer satisfaction through purchasing decisions as an intervening variable.This research is a quantitative research. The sampling technique used in this study was a census sampling of 100 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis of this study is path analysis and sobel test.The results of the study at the 5% significance level indicate that: (1) The variable quality of the product (x1) has a significant effect on customer satisfaction, partially, it has a value of 0.010 <0.05 and simultaneously has a sig value of 0.000 <0.05., (2) The after-sales service variable (x2) has a significant effect on customer satisfaction partially has a value of 0.005 <0.05 and simultaneously has a sig value of 0.000 <0.05, (3) Variable product quality (x1) through purchasing decisions as an intervening variable indirectly has a significant effect on consumer decisions (4) After-sales service variable through purchasing decisions as an intervening variable indirectly does not have a significant effect on customer satisfaction.
Keywords: Product Quality, After Sales Service, Customer Satisfaction, and Purchasing Decisions.