PENGARUH KUALITAS PRODUK DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN PENGGUNA TELKOM SPEEDY DI KOTA PADANG

Abstract

The research to have improved influence of product quality and satisfaction to
customer loyalty Telkom Speedy users in the city of Padang. In this research model used 100
respondents who use the package Telkom Speedy in the city of Padang. The type of data used
is obtained through the primary distribution of questionnaires . In this study used two
variable category. The first is independent and consists of product quality and satisfaction.
The second is the dependent variable, namely loyalty customers. For used to test the
hypothesis that quantitative analysis using multiple linear regression model. In accordance
with the results of hypothesis testing that has been done it was found that the quality of the
product does not have a significant effect on customer loyalty Telkom Speedy users , while the
second hypothesis testing results found that satisfaction significantly influence customer
loyalty Telkom Speedy users in the city of Padang
Keyword Product Quality, Customer Satisfaction, Loyalty