The Influence of Product Quality and Service Quality on Customer Satisfaction at Mitra 10 in Depok

This study aims to determine the effect of product quality and service quality on customer satisfaction at Mitra 10 in Depok. The method used was explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study product quality have a significant effect on customer satisfaction by 41.6%, hypothesis testing obtained significance 0,000 <0.05. Service quality has a significant effect on customer satisfaction by 42.7%, hypothesis testing obtained significance 0,000 <0.05. Product quality and service quality simultaneously have a significant effect on customer satisfaction by 52.3%, hypothesis testing obtained significance of 0,000 <0.05.


INTRODUCTION
The size of retail business opportunities in Indonesia has spurred foreign retail companies into (Dwi Suhartanto, Tjetjep Djatnika, Ruhardi, 2017;Imtiyaz, Nasrun, & Ahmad, 2015;Soliha, 2008;Sulmiah, 2017;Utomo, 2011). The entry of foreign entrepreneurs in this business shows that this business is very profitable. Although on the other hand, it is certainly a competitor for local players. However, modern markets are needed. Times have changed, so they must be ready to enter these changing times, including addressing the presence and competition in this modern market (Kotler & Keller, 2009;Pandin, 2009;Sarwoko, 2008). Therefore, change must be faced as a service quality to improve quality in providing the best to consumers. In big cities in Indonesia, hypermarts, Dept. Stores and Minimarkets keep popping up. This stretching can be observed in one of the largest building materials department stores, PT. Catur Mitra Sejati Sentosa (Mitra10) which continues to build outlets in various cities in Indonesia.
The increasing intensity of competition and the number of competitors requires companies to always pay attention to the needs and desires of consumers and try to meet consumer expectations by providing more satisfying services than those carried out by competitors. Thus, only quality companies can compete and dominate the market. The purpose of a business is to create satisfied customers (Sugiati, Thoyib, Hadiwidjoyo, & Setiawan, 2013). Superior and consistent service quality can grow customer satisfaction and will provide various benefits. Customer satisfaction is the customer's response to the discrepancy between the level of interest

METHOD
The type of research used is associative, where the aim is to find out the relationship between variables. The population in this study amounted to 96 Mitra 10 respondents in Depok. The sampling technique in this study is saturated sampling, where all members of the population are sampled. Thus the sample in this study amounted to 96 respondents. In analyzing the data used the instrument test, classical assumption test, regression, coefficient of determination and hypothesis testing.

RESULT AND DISCUSSION
Customer satisfaction is the customer's perception of service quality that focuses on five dimensions of service quality, namely: tangibles, reliability, responsiveness, assurance, and empathy. If Mitra10 is not consistent in providing the best service and products to consumers, consumers will move to other places to meet their needs. From the problems above are important points in maintaining company sustainability, mistakes in managing complaints, it is not impossible that Mitra10 Depok will be left by its customers. therefore companies are required to provide excellent and quality service. Service quality standards must be applied in order to achieve the expected goals. In addition, the company is also required to satisfy customers by providing appropriate services and products that add value to customers.

Descriptive Analysis
This test used to determine the highest minimum and maximum scores, ratting scores and standard deviations of each variable. The results are as follows: Product quality obtained a minimum variance of 32 and a maximum variance of 48 with a rating score of 3.85 with a standard deviation of 3.874. Quality of service obtained a minimum variance of 30 and a maximum variance of 45 with a rating score of 3.85 with a standard deviation of 3.676. Customer satisfaction obtained a minimum variance of 32 and a maximum variance of 46 with a rating score of 3.92 with a standard deviation of 3.541.

Multiple Regression Analysis
This regression test is intended to determine changes in the dependent variable if the independent variable changes. The test results are as follows: Based on the test results in the above table, the regression equation Y = 10.084 + 0.358X1 + 0.399X2 is obtained. A constant of 10,084 means that if the product quality and service quality does not exist, then there is a customer satisfaction value of 10,084 points. Product quality regression coefficient of 0.358, this number is positive meaning that every time there is an increase in product quality by 0.358, customer satisfaction will also increase by 0.358 points. Service coefficient regression coefficient of 0.399, this number is positive meaning that every time there is an increase in service quality of 0.399, customer satisfaction will also increase by 0.399 points.

Correlation Coefficient Analysis
Correlation coefficient analysis is intended to determine the degree of relationship strength of the independent variables on the dependent variable either partially or simultaneously. The test results are as follows: .000 **. Correlation is significant at the 0.01 level (2-tailed). b. Listwise N=96 Based on the test results obtained a correlation value of 0.645 means that product quality has a strong relationship to customer satisfaction. Based on the test results obtained by the correlation value of 0.654 means that service quality has a strong relationship to customer satisfaction. Based on the test results obtained a correlation value of 0.723 means that product quality and service quality simultaneously have a strong relationship to customer satisfaction.

Analysis of the Coefficient of Determination
Analysis of the coefficient of determination is intended to determine the percentage of influence of the independent variable on the dependent variable either partially or simultaneously. The test results are as follows: Based on the test results obtained a determination value of 0.416 means that product quality has an influence contribution of 41.6% on customer satisfaction. Based on the test results obtained a determination value of 0.427 means that service quality has an influence contribution of 42.7% to customer satisfaction. Based on the test results obtained a determination value of 0.523 means that product quality and service quality simultaneously have an influence contribution of 52.3% to customer satisfaction, while the remaining 42.7% is influenced by other factors

Hypotesis Testing
Hypothesis testing with a t-test is used to find out which partial hypotheses are accepted. Based on the test results in the table 9, the value of tcount> ttable or (8,181> 1,661) is obtained, thus the first hypothesis proposed that there is a significant influence on product quality on customer satisfaction is accepted. Based on the test results in the above table, the value of tcount> ttable or (8.337> 1.661) is obtained, thus the second hypothesis is proposed that there is a significant influence between the quality of service on customer satisfaction received.
Hypothesis testing with the F test is used to find out which simultaneous hypotheses are accepted. Based on the test results in the above table, the calculated Fcount> Ftable or (51.002> 2,700), thus the third hypothesis proposed that there is a significant influence between product quality and service quality on customer satisfaction received.

CONCLUSION
Based on the results of the study, product quality has a significant effect on customer satisfaction with an influence contribution of 41.6%. Hypothesis testing obtained tcount> ttable or (8,181> 1,661). Service quality has a significant effect on customer satisfaction with a contribution of 42.7%. Hypothesis testing obtained tcount> ttable or (8.373> 1.661). Product quality and service quality significantly influence customer satisfaction with a contribution of 52.3%