HUBUNGAN ANTARA KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK DENGAN KEPUASAN PELANGGAN KFC ARION MALL PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

WIDODO, IMAM TRI (2019) HUBUNGAN ANTARA KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK DENGAN KEPUASAN PELANGGAN KFC ARION MALL PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

IMAN TRI WIDODO, The Correlation between Product Quality, Service Quality and Brand Image with Customer Satisfaction KFC Arion Mall in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. The purpose of this study was to determine the relationship between product quality, service quality and brand image with customer satisfaction at Arion Mall KFC on students of the Faculty of Economics, State University Jakarta. The research method that the researchers used was a survey method with a correlational approach, the population used was all students of the Faculty of Economics, State University of Jakarta. The sampling technique used was Purposive sampling technique of 151 people. The resulting regression equations are Ŷ = 39.143 + 0.477 X1, Ŷ = 5.304 + 0.819 X2 and Ŷ = 31.541 + 0.604 X3. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 of value of 0.200, X2 of value of 0.200 and X3 of value of 0.200. Because the significance level of the three variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1, Y for X2 and Y for X3 produces significance value in Linearity, which is 0,000 <0.05, so it can be concluded that it has a linear relationship. From the significance of the regression test t test was produced and Y yielded X1 count = 8.814 and ttable = 1.65529, Y over X2 tcount = 8.650 and ttable = 1.65529 and Y over X3 count = 8.734 and ttable = 1.65529. The value of the coefficient of determination between product quality variables (X1) to customer satisfaction (Y) of 0.343, the value of the coefficient of determination between the variables of service quality (X2) to customer satisfaction (Y) of 0.334 and the value of the coefficient of determination between variables of brand image (X3) of satisfaction customers (Y) of 0.339. So, there is a positive and significant relationship between product quality and customer satisfaction. The coefficient of determination of Y over X1 obtained by 34.3% while the remaining 65.7% is influenced by other variables. A positive and significant relationship between service quality and customer satisfaction. The coefficient of determination of Y over X2 obtained by 33.4% while the remaining 66.6% is influenced by other variables. and a positive and significant relationship between brand image and customer satisfaction. The coefficient of determination of Y over X2 obtained 33.9% while the remaining 66.1% is influenced by other variables. Keywords: Customer Satisfaction, Product Quality, Service Quality, Brand Image

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