ANALISIS PENGARUH FAKTOR FOOD QUALITY, SERVICE QUALITY, DAN RESTAURANT ENVIRONMENT,TERHADAP REVISIT INVENTION MELALUI CUSTOMER SATISFACTION PADA PELANGGAN KFC AHMAD YANI DI SURABAYA
Abstract
Fast food was originally born in the United States. At that time America entered the industrial era which caused people to not have enough time to rest, and added a lot of work time. Many women at that time also started working, and resulted in many women outside the home and leaving homework like cooking. This is what drives the American food industry to create fast food. Fast food itself has become a part of society's social change. Benjamin Franklin coined the term, "Time is Money" and this has been applied to various aspects of life. This is the beginning of the growth of the fast food industry to spread throughout the world.
This study aims to determine how the influence of Food Quality, Service Quality, Restaurants Environment, through Customer Satisfaction on Revisit Intention. The expected benefit of this research is to add to the repertoire of knowledge in the field of management, especially how much the influence of customer satisfaction is to increase the revisit intention which in turn will increase the actual purchase of KFC restaurants.
This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was done by distributing questionnaires to 205 respondents with the characteristics of male respondents and women aged 18-60 years, knowing KFC and having made purchases at KFC within 2 times in the last 3 months.
The results of this study indicate four hypotheses proposed in this study. These results can be described as follows, Food Quality variables have a significant effect on Customer Satisfaction with a regression coefficient of 0.606 and C.R. in the amount of 5.364; Service quality variables have a significant effect on Customer satisfaction with a regression coefficient of 0.539 and C.R. amounting to 5,060; Restaurant enviroment variables have a significant effect on Customer satisfaction with a regression coefficient of 0.392 and C.R. amounting to 3,672; Customer satisfaction variables have a significant effect on Revisit intention with regression coefficients of 0.565 and C.R. amounting to 4,220