Analysis of Sound System Product Quality on Customer Satisfaction Mediated by Service Quality as an Intervening Variable at CV Liguori Abadi (Aiden Sound System Minahasa Utara)

Abstract

This study aims to analyze the effect of product quality on customer satisfaction, with service quality as a mediating variable, at CV Liguori Abadi. The population of this study were customers who rented audio devices at CV Liguori Abadi, with a sample of 200 respondents. Data were collected through questionnaires and analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results of the analysis show that product quality has a significant effect on customer satisfaction, both directly and through service quality as a mediating variable. Service quality is also proven to have a significant effect on customer satisfaction, strengthening the relationship between product quality and customer satisfaction. The mediation of service quality strengthens the positive impact of product quality on satisfaction, indicating that good service can strengthen customers' positive perceptions of the products used. The implications of this study indicate that improving product and service quality simultaneously will help companies increase customer satisfaction and encourage the company's existence in the long term.