dc.description.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. | en_US |