Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Konsumen PT. Daihatsu Samarinda

Abstract

Daihatsu car sales during 2015 to 2021 tend to decline, therefore the company needs to conduct an evaluation to find out the factors causing it. To carry out the marketing process of a business, especially in the service sector, there are seven basic elements that must be considered by the company so that marketing targets can be achieved. The seven basic elements of the marketing strategy are product, price, location or distribution (place), and promotion, process, physical environment, and people. After understanding the seven basic elements of a marketing strategy, it is hoped that the company will be able to fulfill what consumers need, want, and demand. Based on the above, each company or in this case is PT. Astra Daihatsu must be able to make efforts to manufacture products and create good quality service processes for each of its customers. The aim of this research is to determine the effect of product quality and service quality on consumer satisfaction of PT. Daihatsu Samarinda. Grand Theory used the theory of product quality, service quality and customer satisfaction. The research was conducted by using instrument analysis of validity and reliability, classical assumption test, and then using multiple linear regression analysis. The statistical application used is SPSS version 26. Product quality has a significant and positive effect on consumer satisfaction of PT. Daihatsu Samarinda. The results obtained a significance value of 0.000 <0.05. Service quality has a significant and positive effect on consumer satisfaction of PT. Daihatsu Samarinda. The results obtained a significance value of 0.000 <0.05. Based on the results of the analysis of the F test or Simultaneous Test obtained a significant value (0.000) < (0.05) and the value of Fcount = 67.975 > Ftable = 3.09. Because the probability is smaller than 0.05, the product quality and service quality variables simultaneously have a significant influence on consumer satisfaction at PT. Daihatsu Samarinda.