PENGARUH KEPUASAN PELANGGAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN (Studi pada Pelanggan Produk Omrch)

This study aims to examine the effect of customer satisfaction and product quality on customer loyalty of OMRCH products in Sukabumi Regency. This research approach is a quantitative approach. The population and sample of this study were OMRCH product customers. Data were collected through surveys with questionnaires as data collection tools, the sample of this study was 130 samples determined by accidential sampling technique. The results showed that customer satisfaction and product quality had a positive and significant effect on OMRCH customer loyalty both partially and simultaneously tested. The coefficient of determination in this study is 53% product quality and customer satisfaction provide variance to customer loyalty. The findings of this study provide valuable insights into the factors that influence customer loyalty among customers of Omrch products. The strong positive correlation between customer satisfaction, product quality, and customer loyalty supports the existing literature, which confirms that satisfied customers who perceive high product quality are more likely to show strong loyalty to the brand.

Keywords: Customer Satisfaction, Product Quality, Customer Loyalty