PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN KFC CABANG PANGKALAN JATI, KALIMALANG

SARY, RIA RIZKY PUSPITA (2013) PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN KFC CABANG PANGKALAN JATI, KALIMALANG. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Ria Rizky Puspita Sary, 2013; The Influence of Service Quality and Corporate Image toward Customer Satisfaction KFC. Mini-thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Setyo Ferry, SE., MSi. & Agung Kresnamurti RR, ST., MM. This research aims to describe clearly and testing the influence of Service Quality, Corporate Image toward Customer Satisfaction. The Research was carried out quantitatively, descriptive and causal research design, and use survey methods. The population of this research is customer customers who had eaten more than twice in KFC. The Total of sample in this research counted 150 respondents and the analysis of teh research was conducted using SPSS 20 software. The results of the t test shows the service quality and customer satisfaction significantly influence the significance value X to Y (0.000), and corporate image and customer satisfaction are also significantly influence the value of significance X1 to Y (0.002) both are not greater than 0.05. The results of F test simultaneously indicates service quality and corporate image influencing significantly to customer satisfaction (0.000). And the result of determination analysis in this research shows the variation of the service quality variable could explained the customer satisfaction variable for 15.4%, then corporate image variable could explained customer satisfaction for 6.3% and both variables service quality and corporate image could explained customer satisfaction together for 18.4%. While 81.6% are influenced or explained by other variables that are not included in this research model. Keywords: Service Quality, Corporate Image, Customer Satisfaction.

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