Abstract:

Quality of service and product quality is a determinant factor of customer satisfaction because the service and good product quality will create customer satisfaction. Basically, the purpose of a company is to create a satisfied customer. The creation of customer satisfaction can provide several benefits such as the influence between the company and the customer to be harmonious, providing a good foundation for repeat purchase and the creation of customer loyalty, and forming a mouth-to-mouth recommendation that is profitable for the company.

This study aims to analyze the effect of service quality and product quality on customer loyalty with customer satisfaction as intervening variable at PT. Nano Coating Indonesia. This research uses saturated sample technique (census) with all 100 respondents (customers) at PT. Nano Coating Indonesia. In solving this research problem, the author uses path analysis as a research design. The results showed that the quality of service directly positive and insignificant effect on customer loyalty PT. Nano Coating Indonesia and product quality have the positive and significant impact on customer loyalty of PT. Nano Coating Indonesia. Quality of service and product quality indirectly have a positive and significant influence on customer loyalty through customer satisfaction PT. Nano Coating Indonesia.