Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan WiFi MyRepublic di Kota Depok

Abstract

The rapid development of information and communication technology has increased public demand for reliable and high-quality internet services, resulting in increasingly intense competition among internet service providers. Consequently, service providers are required to continuously improve both product and service quality to enhance customer satisfaction. This study aims to examine the effects of product quality and service quality on customer satisfaction among MyRepublic WiFi customers in Depok City. A quantitative approach with an associative research design was employed. Data were collected through questionnaires administered to 96 MyRepublic WiFi customers in Depok City selected using purposive sampling. The data were analyzed using IBM SPSS Statistics version 26, including data quality tests, classical assumption tests, multiple linear regression analysis, partial significance tests (t-tests), simultaneous significance tests (F-tests), and the coefficient of determination (R²). The findings indicate that product quality has a positive and significant effect on customer satisfaction. Service quality also has a positive and significant effect on customer satisfaction. Furthermore, product quality and service quality simultaneously have a positive and significant effect on customer satisfaction. The coefficient of determination (R²) of 64.10% indicates that product quality and service quality explain 64.10% of the variation in customer satisfaction, while the remaining 35.90% is attributable to other factors outside the research model. Among the independent variables examined, service quality demonstrates the stronger contribution to customer satisfaction among MyRepublic WiFi customers in Depok City. These findings emphasize the importance of maintaining high product quality while continuously improving service quality to enhance customer satisfaction in the competitive internet service industry.