Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Alfamart Jamin Ginting (Studi Kasus pada Mahasiswa Asrama Putri USU)

Abstract

Retail business was present in Indonesia in the 1960s. Although in the retail business world it has developed in big cities in the United States since the 1860s. In Indonesia itself, the first retail store appeared on April 23, 1963 in the Sarınah building on Jalan M.H. Thamrin, Jakarta. The idea of building the store was initiated by President Soekarno who at that time adopted the sales concept from Japan and Western countries. Then when entering Indonesia in the 1990s, the development of retail stores began to increase in Indonesia. Since the time when many people started to establish retail businesses by providing various superior products from various countries in the world, retail businesses have become one of the new needs for the general public to fulfill their schar han and lifestyle. Along with the times, retail stores continue to experience the latest developments. Now there are many retail stores emerging from small to large scales, one of which is Alfamart Jamin Ginting 3 Medan. So that people and students who live around Jamin Ginting find it easier to obtain the goods or products they need. The existence of retail stores also plays a part in the development of the Indonesian economy. The purpose of the study was to determine the Effect of Product Quality and Service Quality on Customer Satisfaction at Alfamart Jamin Ginting 3 Medan. The population and this study are students who live in the USU Female Dormitory The sample in this study was 80 respondents who were conducted using the accidental technique The analysis method used is the descriptive statistical analysis method and the method, the linear test method This type of research is an aagsaatıf research and the data used are primary data and ackundez data that are used through a list of questions whose measurements use the Likert scale. The results of this study indicate that the Influence of Product Quality and Service Quality has a significant effect. Customer Satisfaction Product Quality and Service Quality simultaneously have an effect on Customer Satisfaction. Product Quality and Service Quality partially have a significant effect on customer satisfaction Service Quality has a dominant influence in influencing customer satisfaction.