ANALYSIS OF PRODUCT QUALITY AND CUSTOMER SATISFACTION LEVEL TO CUSTOMER LOYALTY OF FOOD PRODUCT EXPORT CASSAVA IN ITERNATIONAL MARKET

Abstract

Customer loyalty is the manifestation and continuation of customer satisfaction in using the facilities and services provided by the company, and to remain a customer of the company. Loyalty is the evidence that a consumer has always been a customer, who has the strength and positive attitude of the company. At the time when tight competition is increasing, manufacturers try to meet the needs and desires by offering different types of products seen at the level of product quality and customer satisfaction. The purpose of this study is to analyze the effect of product quality and customer satisfaction to customer loyalty.

The data used are primary data from respondents grouped by using questionnaires. The population of this study is the whole consumers who buy Tela Krezz. The method to take samples is the simple random sampling, from 100 respondents. Analysis tools used in this study is using multiple regression . The results of this study indicate that the level of product quality and customer satisfaction jointly influence customer loyalty. Partially product quality and customer satisfaction to customer loyalty is also influential in which variables most influence on customer loyalty is customer satisfaction.