The Effect Of Product Quality and Service Quality on Customer Satisfaction at Myrepublic in Regol District, Bandung City

Abstract

This study aims to analyze the influence of product quality and service quality on MyRepublic customer satisfaction in Regol District, Bandung City. The background of the study is based on increasing customer complaints related to unstable internet connections and slow customer service responses. This study used a quantitative approach with descriptive and verification analysis. The study population was MyRepublic customers in Regol District, with a sample of 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and then analyzed through validity tests, reliability tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination.The results showed that product quality had no significant effect on customer satisfaction, while service quality had a significant effect. Simultaneously, product quality and service quality significantly influenced customer satisfaction, with a coefficient of determination of 17.5%. This means that 84.3% of customer satisfaction is influenced by factors other than the study, such as price, promotion, user experience, and after-sales service. These findings confirm that service quality is the dominant factor in shaping customer satisfaction compared to product quality. Therefore, MyRepublic needs to improve the speed and responsiveness of its services, strengthen communications, and conduct continuous network monitoring to maintain customer satisfaction and loyalty.