The influence of product quality and service quality on consumer satisfaction

ABSTRACT

Field data shows that there has been a decrease in the number of consumers making purchase transactions with Andaf Corp Digital Printing during the 2019-2021 period.In 2019, the number of consumers who made purchase transactions was 3,129, and then in 2020, it decreased to 2022.In 2021, the number of consumers who made purchase transactions again decreased to 1,990.This decrease is likely due to low consumer satisfaction with Andaf Corp Digital Printing.Low customer satisfaction causes losses, which ultimately result in losing customers.Maintaining customer satisfaction is an important thing that must be maintained so that they remain loyal to using the company's products, goods, or services.
Product quality is a determining factor in the level of satisfaction obtained by consumers after purchasing and using a product.According to Kotler and Armstrong (2017), product quality is the ability of a product to carry out its function, including durability, reliability, accuracy, ease of operation, repair, and other valuable attributes.A good or bad experience with a product will influence consumers whether to make a repeat purchase or not.Cost and convenience: Consumers will be more satisfied if it is relatively easy, comfortable, and efficient to obtain products or services.
From field data, the number of complaints regarding product quality at Andaf Corp Digital Printing during the 2019 -2021 period always increases every year.In 2019, the number of complaints regarding product quality at Andaf Corp Digital Printing was 322; in 2020, the number of complaints regarding Tjiptono (2017) stated that service quality measures how well the level of service meets consumer expectations.Maximum service quality is the right strategy to realize consumers' desires and expectations.A company must have a good strategy in marketing its products to ensure that its consumer presence can be maintained, and it is hoped that the number can be further increased.If consumers are satisfied, they will make repeated purchases of the services or products offered by the company.Andaf Corp Digital Printing always tries to improve the quality of service to its consumers so that they feel satisfied with the services provided, but there are still complaints from consumers (Prahiawan et al., 2021;Sutia et al., 2020).product quality at Andaf Corp Digital Printing increased again to 424 complaints.Thus, Andaf Corp Digital Printing must, of course, be able to improve product quality and consumer satisfaction by maximizing pleasant experiences for them and minimizing or eliminating unpleasant experiences for consumers.

LITERATURE REVIEW
The data found that consumer complaints regarding the quality of service provided did not meet consumer expectations (Ivana et al., 2021;Juwaini et al., 2022); this can be seen from the increase in the number of consumer complaints over three years.This data shows that in 2019, the number of consumer complaints was 289 people.In 2020, the number of consumer complaints rose to 316 people; in 2021, the number of consumer complaints increased again to 410 people.With consumers complaining, it can be interpreted that consumer satisfaction at Andaf Corp Digital Printing in Bekasi is in a condition where their expectations are not met.Good service quality will encourage consumers to establish good relationships with the company (Fahlevi & Alharbi, 2021).This way, companies can increase consumer satisfaction by minimizing unpleasant consumer experiences.
Complaints regarding product quality and service quality need to be evaluated because the complaint data shows consumer dissatisfaction with the company regarding product quality and service quality.Hence, companies must set strategies to minimize consumer complaints and prioritize the best performance to increase consumer satisfaction.

a. Product Quality
According to Kotler and Armstrong (2017), product quality is a product or service's characteristics corresponding to its ability to meet stated or implied customer needs.Product quality is one of the central positioning tools of a marketer.According to Tjiptono (2017), product quality is the expected level of quality and controlling diversity in achieving this quality to meet consumer needs.According to Arianto (2018), Product quality is an overall evaluation process for consumers to improve the performance of a product.According to Alma (2016), product quality is the overall combination of characteristics of goods and services from marketing, engineering, manufacturing, and maintenance that make the products and services used to meet customer expectations.Meanwhile, according to Utami and Saputra (2017), Product quality is one of the supporting factors that make a product chosen by the public for purchase and consumption.The quality of the product offered will determine how interested the public is in the product.According to Tjiptono (2017), product quality has eight indicators as follows: 1. Performance(performance) It relates to the functional aspects of an item and is the main characteristic that is the basis for customer considerations when purchasing the item.

Features(additional features or characteristics)
Complementary or secondary characteristics that can be used and are useful for adding basic functions related to product choices and development.

Reliability (reliability)
Relates to the probability or possibility that the item can successfully carry out its function whenever it is used under certain conditions and over a particular time.

Conference to Specifications(conformity to specifications)
Relates to the level of conformity to previously determined specifications based on customer wishes.Conformity here reflects the degree of accuracy between the product design characteristics and the standard quality characteristics that have been determined.

Durability(Durability)
This relates to the period a product can be used without causing problems during use.

Serviceability(service capability)
Includes speed, competence, comfort, ease of repair, and satisfactory handling of complaints.

Aesthetics(Aesthetics)
The physical appearance of the goods or shop, the attractiveness of the service presentation, and the pleasant atmosphere in which the service or product is received.This indicator includes technical age and economic age.8. Perceived Quality(perceived quality) Perceived quality is the consumer's perception of a product's overall quality or superiority.Usually, due to the buyer's lack of knowledge about the attributes or characteristics of the product to be purchased, the buyer perceives its quality as from the aspects of price, brand name, advertising, company reputation, and country of manufacture.b.Service Quality Tjiptono (2017) states that service quality is the expected level of excellence and control over this level of excellence to fulfill consumer desires.According to Abdullah and Tantri (2019), service quality is a good or service's overall characteristics and characteristics that influence its ability to satisfy stated or implied needs.According to Utami (2017), service quality can be explained as a multi-dimensional conception built through the evaluation of the construction of some attributes related to services.Manap (2016) suggests that service quality is defined as a consumer's assessment of the superiority or privilege of a product or service as a whole.
According to Kotler and Keller (2017), service quality is the totality of features and characteristics of a product or service that can satisfy stated or implied needs.Meanwhile, according to Lupiyoadi (2016), service quality is a form of performance of a product or service to meet needs or even exceed consumer expectations, not once but repeatedly so that it can provide satisfaction, then the consumer gives the perception that the product or The services used are of quality.
Source: Primary Data, 2023 Tjiptono and Chandra (2017) state that there are five service quality indicators, as follows.

Physical Evidence (Tangibles)
Physical evidence of the services provided is the appearance and facilities owned by the company, such as company building facilities, room layout, and employee appearance.

Reliability
The company's ability to provide services accurately and reliably as promised.Such as accuracy in serving consumers, avoiding errors in service, and the company's ability to keep promises following the services that have been mutually promised.

Responsiveness (Responsiveness)
The service provided is fast and responsive to consumers and helps consumer problems, for example, conveying clear information to consumers and not leaving them waiting without giving an apparent reason.

Guarantee (Assurance)
The company's ability to have knowledge, courtesy, and guarantees such as security can provide a high sense of self-confidence and no doubt consumers to evaluate the company.

Concern (Empathy)
The company's ability to provide sincere individual or individual attention to consumers in the hope of knowing all the consumers' wants and needs attracts consumers' interest in using the services provided and listening to specific complaints or wishes regarding the services provided.

c. Consumer Satisfaction
Priansah (2017) states that consumer satisfaction is a person's feeling of happiness or disappointment that arises after comparing the predicted product performance (results) with the expected performance.If performance is below expectations, consumers are dissatisfied.If performance meets expectations, consumers are satisfied.If performance exceeds expectations, consumers are very satisfied/happy.Tjiptono (2017) defines consumer satisfaction as a conscious evaluation or cognitive assessment regarding whether the product's performance is relatively good or bad or whether it is suitable for its purpose or use.
According to Sunyoto (2016), consumer satisfaction is one of the reasons consumers decide to shop at a place.If consumers are satisfied with a product, they tend to continue to buy and use it and tell others about their pleasant experiences.According to Sopiah and Sangadji (2016), consumer satisfaction is when consumer expectations for a product match the reality consumers receive.If the product is far below expectations, consumers will be disappointed.Conversely, if the product meets expectations, consumers will be satisfied.According to Tjiptono (2017), indicators that form consumer satisfaction consist of:

Conformity to Expectations
It is the level of conformity between the service performance expected by consumers and that perceived by consumers.

Interested in visiting again
This is the willingness of consumers to visit again or reuse related services.

Willingness to recommend
This is the willingness of consumers to recommend services they have experienced to friends and family.

RESULTS AND DISCUSSION
This type of research is quantitative research.Quantitative research is used because the data that is the object of this research is quantitative in the form of numbers produced from a Likert scale (Sugiyono, 2017).The population in this study is all consumers who purchase from Andaf Corp Digital Printing; in 2021, there will be 1,990 people.The sampling technique used in this research is proportional random sampling.
According to Sugiyono (2017), Proportional Random Sampling is a method of taking samples from members of the population using a random method without paying attention to the strata in the population.It is said to be random because each subject in the population has the same opportunity to be selected as a sample.Determining the minimum number of samples can be calculated using the Slovin formula.

Validity and Reliability Test
Validity test to test whether the statement in each question item on the questionnaire is valid or not.To process the validity test, the researcher used SPSS Version 26 with the criteria, if the calculated r value > r table, then the instrument is valid  Based on the chart information above, all variables obtained r count > r table (0.201), so that all questionnaire items were claimed to be valid.For this reason, the questionnaire used is suitable for processing as research data.

Classic Assumption Test Normality test
Table 5. One-Sample Kolmogorov-Smirnov Test Table 4. shows that each variable of product quality, service quality, and consumer satisfaction has a Cronbach Alpha value > 0.60.In this way, the reliability test results on all variables are very reliable so that all question items can be trusted and used for further research.
Based on Table 5, it can be seen that the value of Asymp.Sig.
(2-tailed) of 0.200 > 0.05, it can be stated that the data from the population is normally distributed and can be carried out to the next stage of analysis.

Autocorrelation Test Table 7. Model Summary
Based on table 6, it can be seen that the tolerance value for the product quality and service quality variables is 0.383 > 0.10 and the VIF value for the product quality and service quality variables is 2.612 < 10, so it can be concluded that the product quality and service quality variables do not have symptoms of multicollinearity.

Heteroscedasticity Test
Based on table 7, autocorrelation testing using the Durbin Watson test can be seen that the Durbin Watson value of 1.971 is in the interval 1.55 -2.46 so it can be concluded that the data in this research variable does not contain autocorrelation.
Based on the results, the points on the scatter plot graph do not have a clear distribution pattern or do not form specific patterns, and the points are spread above and below the number 0 on the Y axis.Thus, this shows that there is no heteroscedasticity disturbance in the regression model so that this regression model is suitable for use.2. The service quality variable was obtained based on the questionnaire results.The lowest statement is"The service provided is fast and accurate," where the lowest score was 3.43.So, the author suggests that companies further improve the speed and accuracy of employees in providing services to consumers.This can be done by providing regular training to employees.

Table 8 . Result of Multiple Linear Regression Test Coefficientsa
Test distribution is Normal.b.Calculated from data.c.Lilliefors Significance Correction.d.This is a lower bound of the true significance.
a. Predictors: (Constant), Service Quality, Product Quality b.Dependent Variable: Consumer Satisfaction Figure 1.Heteroscedasticity Test