Analisis Pengaruh Fast Food Restaurant Service Quality terhadap Customer Perceived Value dan Customer Satisfaction serta Implikasinya terhadap Behavioral Intention: Telaah pada Pelanggan KFC

Crestiontia Kusuma, Veren (2022) Analisis Pengaruh Fast Food Restaurant Service Quality terhadap Customer Perceived Value dan Customer Satisfaction serta Implikasinya terhadap Behavioral Intention: Telaah pada Pelanggan KFC. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Adanya pandemi Covid-19 KFC Indonesia yang menyebabkan mengalami kerugian hingga Rp61 milliar dan harus menutup beberapa kedainya di berbagai tempat. Pada penelitian ini, peneliti menggunakan variabel Food Quality, Physical Environment Quality, Employee Service Quality, Customer Perceived Value, Customer Satisfaction yang mempengaruhi behavioral intention terhadap KFC Indonesia. Peneliti ingin meneliti lebih lanjut dari penelitian terdahulu dengan analisis menggunakan Structural Equation Model (SEM) yang melibatkan 143 responden yang telah lulus screening dari kriteria penelitian, yaitu yang menyukai makanan fast food, pernah mengkonsumsi KFC, sebelum pandemi dalam sebulan mengkonsumsi KFC, dan setelah pandemi tidak mengkonsumsi KFC selama 3 bulan terakhir. Hasil dari analisis yang sudah dilakukan menunjukkan bahwa Food Quality memiliki pengaruh positif terhadap Customer Perceived Value, Physical Environment Quality memiliki pengaruh positif terhadap Customer Perceived Value, Employee Service Quality memiliki pengaruh positif terhadap Customer Perceived Value, Customer Perceived Value memiliki pengaruh positif terhadap Customer Satisfaction, Customer Satisfaction memiliki pengaruh positif terhadap Behavioral Intention. Untuk implikasi Manajerial peneliti merekomendasikan physical environment quality untuk lebih didorong agar menciptakan penilaian yang baik dan kepuasan bagi konsumen. Sedangkan employee service quality paling mendongkrak terhadap customer perceived value.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Food Quality, Physical Environment Quality, Employee Service Quality, Customer Perceived Value, Customer Satisfaction, dan Behavioral Intention iv Analisis Pengaruh Fast Food Restaurant Service Quality terhadap Customer Perceived Value dan Customer Satisfaction serta Implikasinya terhadap Behavioral Intention: Telaah pada Pelanggan KFC, Veren Crestiontia Kusuma, Universitas
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	28 Nov 2022 01:16
Last Modified:	09 Jun 2023 08:33
URI:	https://kc.umn.ac.id/id/eprint/20183

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