Pengaruh kualitas produk dan layanan terhadap terhadap kepuasan dan loyalitas konsumen rumah pangan kita (rpk)

RPK (Rumah Pangan Kita) is a program of Perum BULOG that cooperate with society to maintain staple food price stability. The rapid growth of RPK in the early period can be caused by the easiness of registration requirements, small capital requirements, and BULOG’s support to RPK, but nowadays there are a lot of inactive RPKs. These problems can be caused by unsatisfactoriness of customer to BULOG product and RPK service qualities. This study aims to analyze the effect of product quality and service quality on satisfaction and loyalty of the customer and to formulate managerial implications that can be applied to increase RPK customer satisfaction and loyalty. Multistage sampling was used in this research. The city selection was based on purposive sampling technique, include Jakarta, Bandar Lampung, Pontianak, Surabaya, and Palu. The selection of RPK outlets for each city was based on simple random sampling technique and convenience sampling used for customer in every outlet. There was requirement for customer to be the respondent of this research, it is the customer that has consumed BULOG product more than once. The sample used in this study was 450 respondents. The results showed that the product quality and service quality significantly influence satisfaction, while satisfaction have a significant effect on loyalty. This influences have a positive relationship which indicates the better quality of BULOG product and the better service quality of RPK will increase customer satisfaction too. Good customer satisfaction will also create loyalty of customer. It also shows that there was a significant and positive indirect influence of product quality and service quality on customer loyalty. Indicators that mostly contribute product quality are the physical characteristics and product taste. Indicator that has the greatest contribution to the service quality is the hospitality of RPK servants. Service quality influence customer satisfaction more than product quality. This also applies for indirect effect where service quality has a greater indirect effect on loyalty than product quality does. Customer loyalty will be built if BULOG continuously improve product quality and service quality to increase customer satisfaction that will also make a positive impact on customer loyalty