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