Product Quality And Customer Value In The Cooperative

Abstract

The purpose of this study was to determine and examine the effect of product quality and customer value on customer satisfaction. This study uses quantitative methods that are used to meet research objectives other than literature review. The population of this research is KSU customers. Ayu Adi Asa who is a non member with a sample of 87 respondents. Data were collected by means of a questionnaire using a Likert scale. Data were analyzed using variant-based structural equation model analysis known as Partial Least Square (PLS) analysis. The results of this study indicate that: 1) product quality has a positive and significant effect on customer satisfaction; 2) customer value has a positive and significant effect on customer satisfaction; 3) product quality has no significant effect on customer loyalty; 4) customer value has a positive and significant effect on customer loyalty; 5) customer satisfaction has a positive and significant effect on customer loyalty. The results of this study provide suggestions and input to KSU. Ayu Adi Asa in improving product quality, customer satisfaction and customer loyalty.