PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA KENTUCKY FRIED CHICKEN (KFC) CABANG KALIMALANG
Daftar Isi:
- ABSTRACT Rahayu Tri Sefani, 2012, The Influence Of Service Quality And Price To Customer Satisfaction At Kentucky Fried Chicken (KFC) Branch Of Kalimalang. Skripsi, Jakarta. Concentration in Marketing Management, S1 Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Broadly speaking the purpose of this research are: 1) To determine the analytical description of the quality of service, price and customer satisfaction KFC branch of Kalimalang, 2) to determine the effect of service quality on customer satisfaction KFC branch of Kalimalang, 3) to determine the effect of price on customer satisfaction KFC branch of Kalimalang, 4) to determine the effect of service quality and price on customer satisfaction KFC branch Kalimalang. The analysis used in this study were multiple linear regression analysis. The study was conducted with a purposive sampling technique of 125 consumers who eat KFC branch Kalimalang in place, while the techniques of data collection was done by distributing questionnaires, which are then processed with SPSS 19. T test results on the variable quality of service is 4921 with a value significantly by 0000. That is, service quality has a significant influence on customer satisfaction. T test results in 8149 with the price variable is significant value for 0000. It means the price has a significant effect on customer satisfaction. The resulting R 2 value of 0432 or by 43.2%. This figure describes the service quality and price influence on customer satisfaction of 43.2%. Keywords: Service Quality, Price, Customer Satisfaction.