Pengaruh Product Quality Terhadap Customer Loyalty Melalui Customer Satisfaction Pada Produk BlackBerry Di Surabaya

Abstract

Blackberry become popular lately due to feature of the Blackberry call BBM. To improve and maintain the popularity of the Blackberry, then we conduct research to know whether the that product quality from Blackberry already satisfy Blackberry user’s and when Blackberry user’s satisfy it will increase loyalty of Blackberry user’s. Data collection was done by distributing questionnaires to the respondents who are user of Blackberry at Surabaya. Data from respondents were processed using SEM (Structural Equation Model) and the software call AMOS 16 and firstly tested with reliability and validity. The number of respondent in this research is 150. Result from this research can proven that product quality affect customer loyalty through customer satisfaction. This result show that to be able maintain Blackberry popularity, Blackberry needs to improve it’s product quality