Analisis pengaruh service quality, food quality, dan price-value ratio terhadap behavioral intentions melalui satisfaction pada konsumen kfc di Surabaya

Tanuharja, Yoshua Prawira (2018) Analisis pengaruh service quality, food quality, dan price-value ratio terhadap behavioral intentions melalui satisfaction pada konsumen kfc di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Perkembangan bisnis waralaba di Indonesia mulai marak ramai tahun 1970-an dengan banyak bermunculannya restoran-restoran cepat saji (fast food) yang begitu pesat menjadi sebuah peluang bagi perusahaan untuk mengembangkan bisnisnya. Salah satu nya dengan hadirnya restoran cepat saji yang paling menyita perhatian masyarakat adalah PT. Fast Food Indonesia Tbk, selaku pemegang merek KFC, KFC adalah salah satu perusahaan yang bergerak di bidang tersebut, Kehadiran restoran tersebut menjawab keinginan dan kebutuhan akan makanan yang penyajiannya cepat dan praktis. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Service Quality, Food Quality, dan Price-value Ratio terhadap Behavioral Intention melalui Satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh satisfaction sehingga meningkatkan behavioral intention yang pada akhirnya akan meningkatkan pembelian aktual dari perusahaan KFC. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 135 responden dengan karakteristik responden pria dan wanita berumur 18-65 tahun, mengetahui KFC dan pernah melakukan pembelian di KFC dalam kurun 6 bulan terakhir. Hasil penelitian menunjukkan bahwa Satisfaction dengan koefisien regresi sebesar 0.902 secara positif dan signifikan mempengaruhi Behavioral Intention; Service Quality dengan koefisien regresi sebesar 0.034 secara positif dan tidak signifikan mempengaruhi Satisfaction, Food Quality dengan koefisien regresi sebesar 0.338 secara positif dan signifikan mempengaruhi Satisfaction, dan Price-value Ratio dengan koefisien regresi sebesar 0.322 secara positif dan signifikan mempengaruhi Satisfaction / The development of the franchise business in Indonesia began to bloom bustling the 1970s with the emergence of fast food restaurants (fast food) is so rapidly becoming an opportunity for companies to grow its business. One of them with the presence of fast food restaurants that most attention the public is PT. Fast Food Indonesia Tbk, as the holder of the KFC brand, KFC is one of the companies engaged in the field, The presence of the restaurant answered the desire and the need for food that the presentation is fast and practical. This study aims to determine how the influence of Service Quality, Food Quality, and Price-value Ratio to Behavioral Intention through Satisfaction. The expected benefit of this research is to increase the repertoire of science in the field of management, especially how much influence the satisfaction so as to increase the behavioral intention which will ultimately increase the actual purchase from KFC company. This research is a causal research. The research method used is quantitative method with data processing using AMOS. Data collection was done by distributing questionnaires to 135 respondents with characteristics of male and female respondents aged 18-65 years, knowing KFC and had made a purchase in KFC in the last 6 months. The results showed that the Satisfaction with regression coefficient of 0.902 positively and significantly affect the Behavioral Intention; Service Quality with regression coefficient of 0.034 positively and did not significantly affect Satisfaction, Food Quality with regression coefficient of 0.338 positively and significantly affect Satisfaction, and Price-value Ratio with regression coefficient of 0.322 positively and significantly affect Satisfaction

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