STUDI EMPIRIS TERHADAP NILAI YANG DIRASAKAN DAN KEPUASAN PELANGGAN PADA RESTORAN CEPAT SAJI
Abstrak
The aim of this study was to determine the effect of food quality, quality of physical environment, and service quality on customer perceived value and customer satisfaction. This research was conducted in five KFC restaurant outlets located in Surabaya. A total of 200 customers were examined, but only 165 questionnaires were processed because 35 questionnaires were identified as outliers so that they were excluded from the research data. The results of this study indicate that the food qualtiy has significantly effects on the customer perceived value, however the quality of the physical environment has no significant effect on the customer perceived value. Furthermore, service quality has significant effect on the customer perceived value and the customer perceived value has significant effect on customer satisfaction.
Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh kualitas makanan, kualitas lingkungan fisik, dan kualitas pelayanan terhadap nilai yang dipersepsikan pelanggan serta kepuasan pelanggan. Penelitian ini dilakukan di lima outlet restoran KFC yang berada di Surabaya. Sebanyak 200 pelanggan yang diteliti, namun hanya 165 kuesioner yang dapat diolah karena 35 kuesioner teridentifikasi sebagai outlier sehingga dikeluarkan dari data penelitian. Hasil penelitian ini menunjukkan bahwa kualitas makanan berpengaruh secara signifikan terhadap nilai yang dipersepsikan pelanggan. Sedangkan kualitas lingkungan fisik menunjukkan tidak berpengaruh secara signifikan terhadap nilai yang dipersepsikan pelanggan. Selanjutnya, kualitas pelayanan menunjukkan pengaruh yang signifikan terhadap nilai yang dipersepsikan pelanggan dan yang terakhir adalah nilai yang dipersepsikan pelanggan menunjukkan pengaruh yang signifikan terhadap kepuasan pelanggan.
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DOI: https://doi.org/10.24198/adbispreneur.v3i3.19122
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