ANALISIS PENGARUH INOVASI PRODUK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN MENGGUNAKAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING; STUDI KASUS PADA UMKM MARIMPA

Abstract

This study discusses  product innovation, service quality and customer satisfaction on customer loyalty at UMKM Marimpa Bima. The objectives of this research consist of; 1) to analyze the effect of product innovation on customer satisfaction at UMKM Marimpa Bima, 2) to analyze the effect of service quality on customer satisfaction at UMKM Marimpa Bima, and 3) to determine the effect of customer satisfaction on customer loyalty at UMKM Marimpa Bima. The type of research used is quantitative research. The research was carried out at UMKM Marimpa Bima. Data collection uses questionnaires. Next, the data was analyzed using path analysis by testing the significance coefficient and R Square using the SPSS program. The research results found that there is a significant influence between product innovation and service quality on customer satisfaction and its impact on customer loyalty. The influence of product innovation on customer satisfaction from the analysis obtained a significance value for product innovation of 0.010 < 0.05. The influence of service quality on customer satisfaction obtained a service quality significance value of 0.045 <0.05. Analysis of the influence of customer satisfaction on customer loyalty obtained a significance value of customer satisfaction of 0.00 <0.05.