ANALISIS PENGARUH SERVICE QUALITY, FOOD QUALITY, DAN PRICE-VALUE RATIO TERHADAP BEHAVIORAL INTENTIONS MELALUI SATISFACTION PADA KONSUMEN KFC DI SURABAY
Abstract
The development of the franchise business in Indonesia began to bloom
bustling the 1970s with the emergence of fast food restaurants (fast food) is so
rapidly becoming an opportunity for companies to grow its business. One of them
with the presence of fast food restaurants that most attention the public is PT. Fast
Food Indonesia Tbk, as the holder of the KFC brand, KFC is one of the companies
engaged in the field, The presence of the restaurant answered the desire and the
need for food that the presentation is fast and practical.
This study aims to determine how the influence of Service Quality, Food
Quality, and Price-value Ratio to Behavioral Intention through Satisfaction. The
expected benefit of this research is to increase the repertoire of science in the field
of management, especially how much influence the satisfaction so as to increase
the behavioral intention which will ultimately increase the actual purchase from
KFC company.
This research is a causal research. The research method used is quantitative
method with data processing using AMOS. Data collection was done by
distributing questionnaires to 135 respondents with characteristics of male and
female respondents aged 18-65 years, knowing KFC and had made a purchase in
KFC in the last 6 months.
The results showed that the Satisfaction with regression coefficient of 0.902
positively and significantly affect the Behavioral Intention; Service Quality with
regression coefficient of 0.034 positively and did not significantly affect
Satisfaction, Food Quality with regression coefficient of 0.338 positively and
significantly affect Satisfaction, and Price-value Ratio with regression coefficient
of 0.322 positively and significantly affect Satisfaction