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In this globalization era, companies are always required to show excellent performance and be able to adapt in changes and current business competitiveness. The aim of this research was to analyzed the effect of product quality and after-sales service on customer satisfaction and loyalty in one of distributor companies in Pekanbaru Riau namely PT Oscarmas Pekanbaru. The sampling technique used in this study was probability sampling with the total of 82 customers as respondents. Data analysis technique was Structural Equation Model (SEM) using Smart PLS. The results of this research showed that the product quality had no significant effect on customer satisfaction but had significant effect on customer loyalty, after-sales services had significant effect on both customer satisfaction and customer loyalty and satisfaction had no effect on customer loyalty. Thus, study proved that between product quality and after-sales service had no indirect effect on customer loyalty through satisfaction.Keywords: product quality, after-sales service, customer satisfaction, customer loyalty Kualitas Produk dan Layanan Purna Jual dalam Meningkatkan Kepuasan dan Loyalitas PelangganAbstrak: Di era globalisasi ini, perusahaan selalu dituntut untuk menunjukkan kinerja yang sangat baik dan mampu beradaptasi dalam perubahan dan daya saing bisnis saat ini. Tujuan dari penelitian ini adalah untuk menganalisis dampak kualitas produk dan layanan purna jual terhadap kepuasan dan loyalitas pelanggan di salah satu perusahaan distributor di Pekanbaru Riau yaitu PT Oscarmas Pekanbaru. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah probability sampling dengan total 82 pelanggan sebagai responden. Teknik analisis data adalah Structural Equation Model (SEM) menggunakan Smart PLS. Hasil penelitian ini menunjukkan bahwa kualitas produk tidak memiliki pengaruh signifikan terhadap kepuasan pelanggan tetapi memiliki pengaruh signifikan terhadap loyalitas pelanggan, setelah layanan penjualan memiliki pengaruh signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan dan kepuasan tidak berpengaruh pada loyalitas pelanggan. Dengan demikian penelitian membuktikan bahwa antara kualitas produk dan layanan purna jual tidak memiliki efek tidak langsung pada loyalitas pelanggan melalui kepuasan.Kata kunci: kualitas produk, layanan purna jual, kepuasan pelanggan, loyalitas pelanggan

Product Quality and After-Sales Service in Improving Customer Satisfaction and Loyalty