Abstract

The objectives of this study are: 1) To determine the influence between service quality and product quality on customer satisfaction at Hoka Hoka Bento fast food restaurant pancoran center. 2) To find out the influence between service quality, product quality and customer satisfaction on customer loyalty at Hoka Hoka Bento fast food restaurant pancoran center. The sample in this study is all visitors to Hoka Hoka Bento Pancoran Center who have visited Hoka Hoka Bento Pancoran Center at least once. The number of samples in this study is 111 respondents. This study uses a quantitative method with multiple regression analysis techniques, and data analysis tools using the SPSS version 21 program. The results of hypothesis testing show: 1) Service Quality is significant in influencing customer satisfaction. From the results of the test carried out, it has a t-count of 1.9820 with a significance of 0.006. 2) Product Quality is significant in influencing customer satisfaction. From the results of the test carried out, it has a t-count of 1.9820 with a significance of 0.002. 3) Service Quality is significant in influencing customer loyalty. From the results of the test carried out, it has a t count of 1.9822 with a significance of 0.001. 4) Product Quality is significant in influencing customer loyalty. From the results of the test carried out, it has a t-count of 1.9822 with a significance of 0.002. 5) Customer satisfaction is significant in influencing customer loyalty. From the results of the test carried out, it has a t-count of 1.9822 with a significance of 0.000