HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PRODUK DENGAN KEPUASAN PELANGGAN KENTUCKY FRIED CHICKEN (KFC) ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

NADROH, UMMI (2018) HUBUNGAN ANTARA CITRA MEREK DAN KUALITAS PRODUK DENGAN KEPUASAN PELANGGAN KENTUCKY FRIED CHICKEN (KFC) ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ABSTRACT UMMI NADROH, The Correlation between Brand Image and Product Quality with Customer Satisfaction Kentucky Fried Chicken (KFC) Arion Mall in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 4 months, starting from January to April 2018. The purpose of this study is to determine the correlation between brand image and product quality with the customer satisfaction Kentucky Fried Chicken (KFC) Arion Mall in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 158 people. The resulting regression equation is Ŷ = 33,393 + 0,378 X1 + 0,342 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0.05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 65,197 > 3.056, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 4,782 and ttable = 1,65474 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 5,016 and ttable = 1,65474. The value of correlation coefficient between variable of brand image (X1) to customer satisfaction (Y) equal to 0,607 and value of correlation coefficient between variable of product quality (X2) to customer satisfaction (Y) equal to 0,614. Thus, there is a positive and significant relationship between brand image and customer satisfaction and there is a positive and significant relationship between product quality and satisfaction. The coefficient of determination Y on X1 and X2 obtained by 0,457 indicating that 45,7% variable customer satisfaction is determined by the brand image and product quality. Meanwhile, the remaining 54.3% is influenced by other factors. Key word: The Customer Satisfaction, Brand Image, Product Quality

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