PENGARUH KUALITAS PRODUK “X” TERHADAP KEPUASAN, KEPERCAYAAN DAN LOYALITAS PELANGGAN PADA MAHASISWI STIE PERBANAS SURABAYA

This research has proposed a conceptual framework to investigate the effects of product quality on satisfaction, trust, and customer loyalty. Product quality refers to customer perceptions regarding the extent to which a product to demonstrate its ability to satisfy customer needs. Customer trust refers to the customer's perception of a product that is believed to provide benefits in accordance with customer expectations. Customer satisfaction refers to the evaluation of the customer's perception of what is acceptable to what is expected to include in the purchase decision itself. Customer loyalty refers to the perception of the customers to make repeat purchases of the same product and willingness to recommend the product to other. To test the conceptual framework, simple linear regression with SPSS 16.0 program has been used to analyze the data collected from 60 customers of skin care product “X” at STIE Perbanas Surabaya. To test the validity, significance of all the indicator variable value less than 0,05 so as to be valid. The results of the study indicate that product quality is positively and significantly related to satisfaction, trust, and customer loyalty. Product quality has found to be an important on satisfaction, trust, and customer loyalty. The higher quality of the product, the satisfaction, trust and loyalty of customers is also increasing. Key words : product quality, customer satisfaction, customer trust, and customer loyalty.