Analisis pengaruh fastfood service quality terhadap loyalty melalui satisfaction yang dipengaruhi oleh trust pada pelanggan KFC di Surabaya

Kurniawan, Carmel (2022) Analisis pengaruh fastfood service quality terhadap loyalty melalui satisfaction yang dipengaruhi oleh trust pada pelanggan KFC di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis hubungan antara fastfood Service Quality terhadap loyalty, hubungan antara Satisfaction terhadap Loyalty, hubungan antara Satisfaction terhadap Trust, dan hubungan antara Trust terhadap Loyalty pada pelanggan restoran cepat saji penelitian ini lakukan pada pelanggan KFC Ahmad Yani Surabaya. Metode pengambilan sampel yang digunakan dalam penelitian ini yaitu nonprobability sampling di mana tidak setiap individu dalam populasi memiliki peluang untuk terpilih. Alat yang digunakan untuk mengumpulkan data responden adalah kuesioner online, serta menggunakan teknik snowball sampling pada pembagian kuesioner. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. sampel yang di gunakan dalam penelitian ini berjumlah 157 sampel yang terdiri dari pria dan wanita berumur 18-60 tahun serta berdomisili di Surabaya. Hasil penelitian ini menunjukkan bahwa variabel fastfood service quality berpengaruh signifikan terhadap satisfaction dengan cr sebesar 2.708; variabel satisfaction berpengaruh signifikan terhadap loyalty dengan cr sebesar 2.242; variabel satisfaction berpengaruh signifikan terhadap trust dengan cr sebesar 4.658; variabel trust berpengaruh signifikan terhadap loyalty dengan cr sebesar 2.690 / This study aims to analyze the relationship between Fastfood Service Quality and loyalty, the relationship between Satisfaction and Loyalty, the relationship between Satisfaction and Trust, and the relationship between Trust and Loyalty for fast food restaurant customers. The sampling method used in this study is non-probability sampling where not every individual in the population has the opportunity to be selected. The tool used to collect respondent data is an online questionnaire, as well as using snowball sampling technique in distributing questionnaires. The research method used in this study is a quantitative method. The sample used in this study found 157 samples consisting of men and women aged 18-60 years and domiciled in Surabaya. The results of this study indicate that the variable quality of fast food service has a significant effect on satisfaction with cr of 2,708; satisfaction variable has a significant effect on loyalty with cr of 2,242; satisfaction variable has a significant effect on trust with cr of 4.658; the trust variable has a significant effect on loyalty with cr of 2.690

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