PENGARUH KUALITAS PELAYANAN, KUALITAS MAKANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN KFC ARION MALL

KUMALA, DHITA ERSANTYASTY (2020) PENGARUH KUALITAS PELAYANAN, KUALITAS MAKANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN KFC ARION MALL. S1 thesis, Universitas Negeri Jakarta.

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Abstract

DHITA ERSANTYASTY KUMALA, The Influence of Service Quality, Food Quality, and Price on KFC Arion Mall Customer Satisfaction. The purpose of this study was to determine the effect of service quality, food quality, and price on KFC Arion Mall customer satisfaction. This research was conducted in Jakarta, for six months from January to June 2020. The research method that the researchers used was a survey method with a quantitative approach, the population used was KFC Arion Mall customers. The sampling technique used was purposive sampling of 150 people. The data analysis technique used is multiple regression techniques. The resulting regression equation is Ŷ = 13,272 + 0,153 X1 + 0,354 X2 + 0,417 X3. The analysis requirements test is a normality test using the Kolmogrov-Smirnov test with a significance level (α) = 5% or 0.05 and produces a significance level Y is 0.200, X1 is 0.200, X2 is 0.54, and X3 is 0.58 so it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1 and Y for X2 produces significance value in linearity that is 0.001 <0.05 and Y for X3 produces significance value in linearity that is 0.000 <0.05 so it can be concluded that it has a linear relationship. Then the t test was continued and the resulting Y over X1 t count = 3,530 and t table = 1.65536, Y over X2 t count = 3.278 and t table = 1.65536, Y over X3 t = 4037 and t table = 1.65536. The correlation coefficient between service quality (X1) and customer satisfaction (Y) is 0.274, food quality (X2) and customer satisfaction (Y) is 0.268, and price (X3) and customer satisfaction (Y) is 0.334. So there is a positive and significant relationship between service quality and customer satisfaction. Likewise with the quality of food to customer satisfaction produces a positive relationship. There is also a positive and significant relationship between price and customer satisfaction. Thus it can be concluded that there is a positive and significant relationship between service quality, food quality, and price on customer satisfaction. Y coefficient of determination of X1, X2, X3 obtained by 0.233 which shows that 23.3% of customer satisfaction variables are influenced by service quality, food quality, and prices while the other 76.7% is influenced by other variables. Keywords: Customer Satisfaction, Service Quality, Food Quality, Price

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