Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Dalam Membentuk Loyalitas Pelanggan (Studi Pada Pelanggan Mcdonald's Mt.haryono Malang)
This study aimed investigate to know that influence of product quality and service quality on customers satisfaction in shaping customers loyalty of McDonald's MT.Haryono Malang. By using Purposive Sampling techniques, there are 116 total samples who are the consumers of McDonald's MT.Haryono Malang. The data are collected through questionnaire. Descriptive analysis and path analysis are used as data analysis techniques.The result of this research shows that: Product Quality has direct and significant effect on Customers Satisfaction; Service Quality has direct and significant effect on Customers Satisfaction; Customers Satisfaction has direct and significant effect on Costumer's Loyalty; Product Quality has direct and not significant effect on Customer Loyalty; Service Quality has direct and significant effect on Costumer's Loyalty. Thus, McDonald's MT.Haryono Malang should continue to improve their service quality and product quality. So that, it will influence Customers Satisfaction and customers will continue to become loyal
