PENGARUH KUALITAS PRODUK DAN PERSONAL SELLING TERHADAP KEPUASAN PELANGGAN PADA MAJALAH INFO BEKASI (STUDI KASUS RUKO HARAPAN INDAH, KEMANG PRATAMA, DAN GALAXY BEKASI)

ABSTRACT Yogha Anjarestu, 2012; The Influence of Product Quality and Personal Selling towards Customer Satisfaction on Info Bekasi Magazine (Case Study Shophouse Harapan Indah, Kemang Pratama, Galaxy Bekasi). Undergraduate Thesis: Jakarta, Concentration of Marketing Management, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory team: Dr. Mohamad Rizan, SE, MM. & Dra. Basrah Saidani, M.Si. Generally, the purpose of this research are : 1) To know the description of product quality, personal selling and customer satisfaction on client of Info Bekasi Magazine. 2) To know the influence of quality product towards customer satisfaction of Info Bekasi Magazine. 3) To know the influence of personal selling towards customer satisfaction of Info Bekasi Magazine. 4) To know the influence of quality product and personal selling simultaneously towards customer satisfaction of Info Bekasi Magazine. The method implemented in this research are descriptive explanatory and causal. This research is taken 100 client of Info Bekasi Magazine after their interact with personal selling used field pricing system while data was collected by using questionnaire and processed using SPSS 20. The result shows that partially product quality has a positive and significant impact toward customer satisfaction. Then, partially personal selling also has a positive and significant impact toward customer satisfaction. Simultaneously, product quality and personal selling have a positive and significant impact toward customer satisfaction. The empirical findings indicate that to create and improve the customer satisfaction, Info Bekasi Magazine need to consider quality product and personal selling because those factors shown to affect the level of job loyalty. Keywords: Product quality, Personal Selling, Customer Satisfactio