The Influence of Service Quality and Product Quality on The Royal Pita Maha Company Performance

Background: Company performance is a result of operational activities in using the company's resources. The successful contribution of employees will have an impact on the level of customer satisfaction, where satisfied customers will minimize the level of complaints and retention levels and play a role in assessing company performance as evaluation material for company management. Purpose: The purpose of this research is to determine the influence of service quality and product quality on company performance at The Royal Pita Maha. Method: This research is a type of associative research with a quantitative approach. The data collection method was carried out by direct observation, interviews and distributing questionnaires to 160 respondents, namely employees of The Royal Pita Maha who were selected using a non-probability sampling method with a quota sampling technique. The research instrument was tested using validity and reliability tests, then data analysis was carried out using multiple linear regression using SPSS. Results : The research results show that service quality has a positive and significant effect on company performance, as well as product quality has a positive and significant effect on company performance. Conclusion Based on the research results, it is hoped that company management can pay more attention to the company's operational activities through employee contributions in providing services so as to create a sense of security and comfort for customers and pay attention to the ingredients of the products provided so that they remain safe and last a long time so that the company's performance assessment can be even better.


INTRODUCTION
Business activities in the service sector, especially in hospitality services, have developed very rapidly.This rapid development is accompanied by developments in science and technology.This condition will give rise to competition between business people in fighting for the market because the service sector has intangible characteristics so that consumers will judge the quality of the service as good or bad based on place, service, equipment, communication and price (Dewi & Purnawati, 2021) .Companies must be able to anticipate various things that might affect company performance in order and swimming pool water purity; and (4) implicit services , psychological benefits felt by consumers, for example safety and a pleasant atmosphere.Good service that meets expectations will provide satisfaction to consumers (Santoso, 2019) .An approach to service that is often used as a guide is SERVQUAL or what can be called Service Quality which consists of 5 dimensions, namely tangibles (the physical form of the products and services provided), reliability (the reliability of the services and products provided), responsiveness (responsiveness) or response to the service or product provided), assurance (guarantee given when using a service or product), and empathy (personal care and attention given to consumers).
Research conducted by previous researchers stated that service quality has a positive and significant influence on company performance (Olowokudejo & Oladimeji, 2019;Purnomo, 2022;El-Borsaly & Hassan, 2020) , while different things are stated in the results of other research where service quality does not have a significant effect on company performance (Budiarno, Udayana, & Lukitaningsih, 2022) .
Product quality is also one of the things that triggers a response from customers for further evaluation by management within the company.Product quality is one of the important policies in increasing product competitiveness, which is primarily in providing satisfaction to consumers that exceeds or is at least the same as the quality of products from competitors.(Santoso, 2019) .Product quality is an important factor that must be considered by service companies, especially hotel services, because apart from the physical resources that must be available before the process is offered, such as buildings, grounds and hotel equipment, there are supporting products that are used to support the service process.These products can be supporting products such as types of food served by the hotel, hotel cloth (rombe), hotel scrubs, hotel kimonos, items used when bathing such as soap, shampoo and dental kits.Product quality can be measured by several criteria, namely: performance, features, reliability, conformanc, durability, service ability, aesthetics, and perceived quality.Good product quality will provide satisfaction for consumers so that consumers are confident to consume or use the product.Product quality that meets expectations will provide satisfaction for consumers who have stayed and will be able to give consumers confidence to stay again (Dilla & Surono, 2022) .
Ubud is one of the sub-districts in Gianyar Regency.Ubud is currently a tourist destination that is popular with tourists because it is famous for its traditions and culture.Ubud also offers various hotels with a beautiful atmosphere, so this has resulted in the service business in Ubud increasingly developing.Rapid business development will certainly give rise to competition between business people who work in the service sector, especially in hotel services.
The Royal Pita Maha is a local five-star hospitality brand located in Kedewatan Village, Ubud.This hotel was built in 2000 and inaugurated in 2004.The specialty of the construction of this hotel is that the hotel architecture does not use blueprints and only uses natural materials mixed with a few factory materials.A blue print is a design http://sosains.greenvest.co.id drawing or sketch of an object in 2-dimensional form which can be used as a reference as the main capital for making a 3-dimensional object.(Fauzi, 2019) .The Royal Pita Maha was designed and designed to preserve Balinese art and culture by carrying out the Hindu philosophy, namely Tri Hita Karana.The Royal Pita Maha provides various facilities, namely room facilities consisting of 75 villas with 6 types of rooms in the form of villas.The Royal Pita Maha is also equipped with additional facilities to meet customer needs during their stay, namely: restaurant and bar facilities, meeting , wedding and bouquet facilities , spa facilities, swimming pool and yoga facilities.
Based on direct observations made at The Royal Pita Maha and by interviewing the hotel, there were several problems encountered related to the company's services and products.The following is a list of complaints from customers regarding the quality of service and product quality at The Royal Pita Maha.  1 shows a list of customer complaints from The Royal Pita Maha regarding both service quality and product quality, where it was found that 41.3% of customers complained about the quality of the hotel's service and products.The calculation of the percentage of customer complaints is obtained from: Complaints regarding service quality, in this case, are employees who are not friendly when meeting or serving visitors.Villa facilities are lacking, such as the villa roof which often leaks when it rains.Product quality in this case is a complaint regarding the quality of the dishes served that do not meet expectations.
Based on the background that has been explained where there are still phenomena that indicate a lack of service and product quality at The Royal Pita Maha hotel and there is also conflicting research, the main problem of this research is how service quality and product quality influence company performance.
research has theoretical and practical benefits.Theoretically, this research is expected to provide additional information, references and insights that support further research on the application of service quality and product quality to company performance, especially in the hotel industry.Practically, this research is expected to provide information and solutions for The Royal Pita Maha regarding the problems faced in implementing service quality and product quality and their relationship with company performance, so that it can assist in decision making and performance evaluation to improve company performance.Thus, this research has benefits both theoretically and practically in developing knowledge and practice in the hotel industry.
The aim of this research is to explain the influence of service quality and product quality on the performance of The Royal Pita Maha company.This research aims to gain a better understanding of how service quality and product quality can influence overall The Influence of Service Quality and Product Quality on The Royal Pita Maha Company Performance 2024 company performance.Thus, this research will provide valuable insight for The Royal Pita Maha in optimizing the quality of their services and products in order to improve company performance.

RESEARCH METHODS
This research was carried out using an associative research method with a quantitative approach.This method was chosen because it can test the relationship between variables from the elements of service quality and product quality to company performance at The Royal Pita Maha.This research was conducted at one of the hotels, namely The Royal Pita Maha, which is located on Jalan Raya Kedewatan Ubud, Ubud District, Gianyar Regency, Bali from 01 December 2023 to 15 January 2024.The independent variable in this research is Service Quality (X 1 ) and Product Quality (X 2 ), while the dependent variable in this research is Company Performance (Y).The population in this study was 260 people.Amount The sample members are at least 10 times the number of variable indicators studied, where the indicators in this study are 16 indicators .The qualitative data used is a general description and opinions of all respondents regarding various characteristics of operational management, especially characteristics that correspond to the elements to be tested and other problems experienced in this regard.Quantitative data includes scores from employee answers at The Royal Pitamaha and the number of respondents who have participated.The data sources used in this research are primary data and secondary data.The data used in this research was obtained through interviews, observations and questionnaires.The regression analysis technique carried out is using multiple linear regression analysis techniques

Service quality
In this research, service quality is an independent variable, where there are 26 statements in the questionnaire to measure five dimensions of service quality, including tangibles, reliability, responsiveness, assurance and empathy.Table 2 describes in detail the results of the assessment of service quality variables.2, the majority of respondents' assessment of service quality is very good.This can be seen from the average score of the service quality variable, where the highest score is found in one of the indicators in the responsiveness dimension of 3.40 which is classified in the interval range 3.28 -4.00 and is in the very good category, while the lowest value is in one of the indicators in the assurance dimension is 2.98 in the interval range 2.52 -3.27, but is still classified as good.

Product quality
Product quality in this research is an independent variable.There are 19 statements in the questionnaire to measure eight dimensions of product quality consisting of performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality.Table 3 presents the detailed results of respondents' assessments of product quality variables.3, the majority of respondents' assessment of product quality is very good.This can be seen from the average score of the product quality variable, where the highest score is found in one of the indicators in the perceived quality dimension of 3.42 which is classified in the interval range 3.28 -4.00 and is in the very good category, while the lowest value is found in one of the indicators. in the durability dimension it is 3.15 in the interval range 2.52 -3.27, but it is still classified as good.

Company performance
Company performance in this research is the dependent variable.There are 7 statements in the questionnaire to measure three dimensions of company performance variables consisting of efficiency, satisfaction and adaptability.Table 4 presents the detailed results of respondents' assessments of company performance.4, the majority of respondents' assessment of company performance is very good.This can be seen from the average score of the company's performance variables, where the highest score is found in the indicators in the efficiency and satisfaction dimensions of 3.35 which is classified in the interval range of 3.28 -4.00 and is in the very good category, while the lowest value is found in one of the indicators in the adaptability dimension is 3.27 in the interval range 2.52 -3.27, but is still classified as good.

Multiple Linear Regression Analysis
The multiple linear regression analysis model is used to obtain regression coefficients which will determine whether the hypothesis created will be accepted or rejected.The results of multiple linear regression analysis refer to the results of the influence of the service quality variable (X 1 ), the product quality variable (X 2 ) on company performance (Y) at The Royal Pita Maha.The results of multiple linear regression analysis with the SPSS version 26.0 program are as follows.

Results of Multiple Linear Regression Analysis
= (0.021)(0.029) t = (5.945)(5.420)Sig = (0.000) (0.000) R 2 = 0.685; df = 2; F = 170.823;Sig = 0.000 Source: Appendix 6, data processed in 2024 The results of the F calculation show a figure of 170,823, with a significance of 0.000 < 0.05.This means that simultaneously the variables service quality (X 1 ) and product quality (X 2 ) influence company performance (Y).http://sosains.greenvest.co.id The calculation result of the coefficient of multiple determination (R 2 ) is 0.685, which means that the existence of ups and downs in company performance is influenced by service quality and product quality by 68.5 percent, while the remaining 31.5 percent is influenced by other factors which are not included in the research model.
Based on the results of multiple linear regression analysis, the following regression equation is obtained: Ŷ = 2.815 + 0.122 X 1 + 0.157 X 2 Information: Ŷ = Company performance X 1 = Service quality X 2 = Product quality positive coefficient value of X 1 means that X 1 has a positive effect on Y.The significance value of the variable positive coefficient value of X 2 means that X 2 has a positive effect on Y.The significance value of the variable Discussion The influence of service quality on company performance at The Royal Pita Maha The results of the research show that the service quality variable has a positive and significant effect on company performance, where the results obtained are in accordance with the first hypothesis (H 1 ) of the research, namely that service quality has a positive effect on company performance at The Royal Pita Maha.The results of respondents' assessments of service quality variables are mostly very good, this can be seen from the average score on each indicator in the dimensions of tangibles, reliability, responsiveness, assurance and empathy which are included in the very good category, where the indicator with the average score The highest is in the responsiveness dimension.This explains that the better the quality of service provided by the company to customers and the good feedback provided by customers, the performance produced by employees will increase and this will indirectly improve the company's performance.
The results of this research support the results of previous research conducted by researchers which stated that service quality has a positive and significant effect on company performance (Olowokudejo & Oladimeji, 2019;Purnomo, 2022;El-Borsaly & Hassan, 2020) .

The influence of product quality on company performance at The Royal Pita Maha
The research results show that the product quality variable has a positive and significant effect on company performance, where the results obtained are in accordance with the second hypothesis (H 2 ) of the research, namely that product quality has a positive effect on company performance at The Royal Pita Maha.The results of respondents' assessments of product quality variables are mostly very good, this can be seen from the average scores for each indicator in the dimensions of performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality which are included in the very good category, where the indicator with the highest average score is in the perceived quality dimension.This explains that the better the quality of the products provided by the company to customers and the good feedback provided by customers, the performance produced by employees will increase and this will indirectly improve the company's performance.
The results of this research support the results of previous research conducted by and which stated that product quality has a positive and significant effect on company performance (Vidananda & Setiawan, 2021;Primadhita, Budiningsih, Wicaksana, & Melani, 2023;Azkiya et al., 2022 ;Fauzi, 2019) .

Theoretical Implications
The results of this research have been able to enrich operations management theory, namely to determine company performance through the variables of service quality and product quality of a company.The results of this research have been able to show a positive and significant relationship regarding the influence of service quality and product quality on company performance by carrying out multiple linear regression analysis techniques via SPSS from the tabulation results of respondents' responses to the questionnaires that have been distributed.So, this research has been able to enrich previous research referred to from various sources of articles and scientific journals, both regional, national and international, and adds to empirical studies and confirms the existence of a relationship between service quality and product quality on company performance.

Practical Implications
The practical implication of this research is that company management can measure or assess company performance through responses from customers regarding the performance provided by employees and the products provided by the company during their stay at The Royal Pita Maha by paying more attention to the quality of service and product quality provided to customer.Implementing service quality can be done by always paying attention to the neatness and cleanliness of the hotel so that customers always feel comfortable staying and spending time while on holiday.Apart from that, what needs attention is the quality of each employee in serving customers, namely being more communicative in responding to complaints from customers, always providing information in a clear, easy to understand and accurate manner, being polite, friendly and agile.Implementation of product quality can be done by always paying attention to the content and quality of the materials used in making the product so that the product can last longer and last longer, providing accurate specifications for each product provided so that customers do not feel cheated by the results provided because they are not according to the benefits offered.Apart from that, food packaging and presentation models can be made more attractive and less easily damaged when used or consumed.
The research carried out is of course not free from its limitations.This limitation is that the research was only conducted at The Royal Pita Maha with employees as research respondents and with a limited number of variables so it cannot be generalized.The possibility of changes in the environment and trends creates the possibility of changes in research results so that it is necessary to carry out research on similar topics and relationships in the future.

CONCLUSION
Based on the problem formulation, research objectives and results presented in the previous chapter, the conclusion of this research is that service quality has a positive and significant effect on company performance.This means that the better the quality of service provided by the company through the dimensions of service quality ( tangibles, http://sosains.greenvest.co.id reliability, responsiveness, assurance and empathy) resulting from management strategies, operational activities and employee contributions in providing services, the better the company's performance assessment will be felt and given.by customers.Product quality has a positive and significant effect on company performance.This means that the better the product quality provided by the company through product quality dimensions (performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality), the better the assessment of the company's performance by customers from the results of product use and consumption products at The Royal Pita Maha.

The Influence of Service Quality and Product Quality on The Royal Pita Maha Company Performance 2024 Based
on Table

Influence of Service Quality and Product Quality on The Royal Pita Maha Company Performance 2024
http://sosains.greenvest.co.idBased on Table