Faktor restoran cepat saji yang mempengaruhi kepuasan dan kesetiaan terhadap kepercayaan pelanggan KFC

Sujono, Daniel (2021) Faktor restoran cepat saji yang mempengaruhi kepuasan dan kesetiaan terhadap kepercayaan pelanggan KFC. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan untuk memverifikasi adanya loyalitas pelanggan KFC Jakarta dan keterkaitannya dengan factor dari restoran ceapt saji yang terdiri dari kualitas pelayanan, kualitas makanan dan lingkungan restoran. Tingginya loyalitas terhadap perusahaan menunjukan konsumen yang memiliki komitmen kuat terhadap pembelian kembali produk atau layanan kedepannya. Penelitian ini juga meneliti konstruk seperti kepuasan konsumen dan kepercayaan dalam menciptakan loyalitas di KFC Jakarta. Dalam penelitian ini populasi yang ditentukan adalah konsumen restoran cepat saji KFC di Jakarta dengan jumlah sampel sebanyak 400 responden yang dianalisis dengan SmartPLS 3.0. Penelitian ini menggunakan metode penelitian kuantitatif dengan metode pengumpulan data kuisioner. Hasil yang ditemukan yaitu faktor kualitas makanan, kualitas pelayanan, dan lingkungan mendorong kepuasan konsumen KFC Jakarta. Kepuasan konsumen mendorong kepercayaan sedangkan loyalitas didorong faktor kepercayaan dan kepuasan konsumen./This study aims to verify the existence of customer loyalty at KFC Jakarta and its relationship to the factors of fast food restaurants consisting of service quality, food quality and restaurant environment. High loyalty to the company shows consumers who have a strong commitment to repurchase products or services in the future. This study also examines constructs such as consumer satisfaction and trust in creating loyalty at KFC Jakarta. In this study, the population determined were consumers of KFC fast food restaurants in Jakarta with a total sample of 400 respondents who were analyzed by SmartPLS 3.0. This study uses quantitative research methods with questionnaire data collection methods. The results found are food quality, service quality, and environmental factors that encourage consumer satisfaction at KFC Jakarta. Consumer satisfaction encourages trust while loyalty is driven by trust and consumer satisfaction factors.

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