SIRISMA

The purpose of this research was to analyze: 1) Effect of product quality on customer satisfaction 2) Effect of service quality on customer satisfaction 3) Effect of product quality on customer loyalty 4) Effect of service quality on customer loyalty 5) Effect of customer satisfaction on customer loyalty 6) Satisfaction customers in mediating the effect of product quality on customer loyalty 7) Customer satisfaction in mediating the effect of service quality on customer loyalty. This research is a survey with a population of PT customers. Pegadaian, Cokronegaran Branch, Surakarta. The research sample of 100 people with purposive sampling technique. Data collection techniques used questionnaires, observation and literature study. Data analysis techniques used multiple linear regression analysis and Sobel test. The results showed that product quality has an affect on customer satisfaction. Service quality has an affects customer satisfaction. Product quality has an affects customer loyalty. Service quality has an affects customer loyalty. Customer satisfaction has an affects customer loyalty. Customer satisfaction mediates the effect of product quality on customer loyalty. Customer satisfaction mediates the effect of service quality on customer loyalty.

product quality, service quality, satisfaction, loyalty