PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PT BATAM AUTO TEKNIKARYA

Abstract

Batam City is experiencing an increase in the metal industry economy. The government pays
attention to companies operating in the metal sector, because the metal industry can contribute to
the national economy. The metal industry is quite competitive, so there is a need for SNI standards
to ensure that the products produced are of good and reliable quality. In the city of Batam there is a
company called PT Batam Auto Teknikarya which is engaged in metal fabrication such as materials
derived from fabrication such as carbon plate, stainless, aluminum, pipe, and other types of metal.
At PT Batam Auto Teknikarya, consumers in the company experienced a fairly large decline and
occurred every month since the beginning of 2021. This provides an overview and signs for the
company where there are problems within the company so that consumers feel dissatisfied and do
not make transactions return. Consumer satisfaction decreased due to various factors such as
product quality that did not match expectations and service quality that was less communicative.
Consumers do not make transactions again resulting in sales to the company also decreased. The
population taken by the researcher is all consumers at PT Batam Auto Teknikarya totaling 137
consumers and the sample technique of this research is the saturated sample. Based on the test
results, it is stated that simultaneously product quality and service quality have a positive and
significant influence on consumer satisfaction