PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPERCAYAAN DAN LOYALITAS PELANGGAN PERUMDA AIR MINUM JAYA (PAM JAYA)

DAFIQ, MUHAMMAD (2024) PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPERCAYAAN DAN LOYALITAS PELANGGAN PERUMDA AIR MINUM JAYA (PAM JAYA). S2 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari kualitas pelayanan dan kualitas produk terhadap kepercayaan dan loyalitas pelanggan PERUMDA AIR MINUM JAYA (PAM JAYA) baik secara langsung dan melalui variabel mediasi atau pengaruh tidak langsung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengumpulan data menggunakan kuesioner dengan skala likert. Populasi penelitian adalah pelanggan PAM JAYA di Wilayah DKI Jakarta, serta jumlah sampel yang diteliti adalah 205 responden. Teknik analisis data yang akan digunakan adalah SEM-PLS. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan kualitas produk berpengaruh signifikan terhadap loyalitas pelanggan di PAM JAYA, baik secara langsung maupun melalui kepercayaan. Kualitas pelayanan dan produk juga memiliki pengaruh signifikan terhadap kepercayaan pelanggan. Hipotesis terkait pengaruh kualitas pelayanan, kualitas produk, dan kepercayaan terhadap loyalitas pelanggan, serta pengaruh mediasi kepercayaan, semuanya diterima, kecuali hipotesis mengenai pengaruh langsung kualitas produk terhadap loyalitas pelanggan yang ditolak. This study aims to determine the effect of service quality and product quality on customer trust and loyalty at PERUMDA AIR MINUM JAYA (PAM JAYA), both directly and through mediation or indirect influence. This research uses a quantitative approach with a survey method. Data collection was conducted using a questionnaire with a Likert scale. The research population consists of PAM JAYA customers in the DKI Jakarta area, and the sample size studied is 205 respondents. The data analysis technique used is SEM-PLS. The results show that service quality and product quality significantly influence customer loyalty at PAM JAYA, both directly and through trust. Service quality and product quality also significantly influence customer trust. Hypotheses related to the influence of service quality, product quality, and trust on customer loyalty, as well as the mediating effect of trust, were all accepted, except for the hypothesis regarding the direct influence of product quality on customer loyalty, which was rejected.

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