PENGARUH KUALITAS LAYANAN, KUALITAS MAKANAN DAN NILAI YANG DIRASAKAN TERHADAP KEPUASAN PELANGGAN RESTORAN CEPAT SAJI (STUDI KASUS PELANGGAN KFC TUNJUNGAN PLAZA)

Abstract

Competitive world of business becomes more intense, making the business requires a strategy to increase market share either by increasing customer satisfaction. The purpose of this study is to analyze and prove the influence of the service quality, food quality and perceived value to customer satisfaction KFC Tunjungan Plaza. The sample used in this study were in Tunjungan Plaza KFC customers are 130 subscribers to the characteristics of men and women, residing in Surabaya and a minimum high school education. Data collection techniques used in this research is survey method by using a questionnaire. Data processing model used to analyze the data is Multiple Regression (multiple linear regression) of the software package SPSS 16. The results of simultaneous testing the first hypothesis (F test) service quality, food quality and perceived value significantly influence customer satisfaction KFC Tunjungan Plaza Surabaya. Partially (t test) one independent variable is the service quality (X1) does not significantly influence the dependent variable of customer satisfaction. This can occur because the output is based on t test analysis where the significance value > 0.05 means there is no significant effect partially to costumer satisfaction (Y) and the result of regression coefficients of service quality that 0.036 known negative direction, which means that if value of service quality goes up, then the value of customer satisfaction will drop. While the variable food quality (X2) and perceived value (X3) significantly influence customer satisfaction variable (Y). This happens because based on t test analysis where the value of significance <0.05 means there is a significant effect partially to customer satisfaction (Y). The results of the regression coefficient of the variable food quality (X2) of 0283 means that if the food quality has increased by 1, then the customer satisfaction (Y ') will increase by 0283 assuming a fixed value of other independent variables. The results of the regression coefficient on the variable perceived value of 0695 means that if the quality of food has increased by 1, then the customer satisfaction (Y ') will increase by 0695 assuming a fixed value of other independent variables. The coefficient is positive, then increasing food quality and perceived value then increasing customer satisfaction.