PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN RESTORAN D’COST SEAFOOD JAKARTA (Survei Pada Pelanggan Restoran D’Cost Seafood Rawamangun, Jakarta Timur)

ABSTRACT Yogi Agustira. 8215070421. 2012; The Effect of Product Quality and Services Quality on Customer Satisfaction and Customer Loyalty (Survey at D’Cost Seafood Restaurant Rawamangun, East Jakarta). Skripsi : Jakarta, Marketing Management Concentration, Study Program of Management, Department of Management, Faculty of Economics, State University of Jakarta. This study aims to: 1) to determine the descriptive analysis of product quality, service quality, customer satisfaction and customer loyalty (Survey on Customer D'Cost Seafood Restaurant Rawamangun, East Jakarta). 2) empirically test the effect of product quality to customer satisfaction, 3) empirically test the effect of service quality to customer satisfaction, 4) empirically test the effect of product quality and service quality jointly influence to customer satisfaction, 5) empirically test the effect of customer satisfaction on customer loyalty in D'Cost Seafood Restaurant Rawamangun, East Jakarta. Sampling of the research are visitor D'Cost Seafood Restaurant, which has been consuming food and drinks at D'Cost Seafood Restaurant Rawamangun. The sample totaled 165 respondents using the survey method. The research was carried out quantitatively, conclusive research design, methods of descriptive and causal. Results of simple and multiple linear regression (partial) indicates the product quality and service quality has a positive influence on customer satisfaction. Customer satisfaction also has a positive effect on customer loyalty. The analysis of determination in this study shows the contribution of products quality and service quality to customer satisfaction was at 60.8%. While the rest of 39.2% influenced by other variables not included in this research model. Then the contribution of customer satisfaction on customer loyalty is equal to 51.3%. The remaining 48.7% is influenced by other variables not included in this research model. Keywords : Product Quality, Service Quality, Customer Satisfaction, Customer Loyalt