ANALISIS KUALITAS PRODUK, KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Studi Pada Pelanggan Perusahaan Burger Buto)

The many needs and market competition make customers have increasingly diverse tastes, companies are required to always improve innovation and be sensitive to changes and market desires, so that companies are able to provide a degree of satisfaction that meets the expectations of customers. The objectives in this study are: One, To test the product quality affects customer satisfaction. two, To test product quality affects customer loyalty. Three, To test customer satisfaction affects customer loyalty. Four, to test inluence the product quality to costumer loyalty that mediated by costumer satisfaction. The method used in this study is quantitative because many qualitative research approaches are required to reveal numbers, starting from data collection, interpretation of the data, and the appearance of the results. The results show that One, Product quality has a significant positive effect on customer satisfaction. Two, Product quality has a significant positive effect on loyalty. In the object under study, the quality of products to serve customers has been carried out optimally. Three, Customer satisfaction has a significant positive effect on loyalty. In the object under study, the quality of products to serve customers has been carried out optimally. Four, Mediation has no significant positive effect on loyalty. This indicates that the higher the level of mediation, it will not be followed by higher customer loyalty