PENGARUH PRODUK, LAYANAN, LOKASI, WOM TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN PADA KFC

Abstract

This research is meant to find out the influence of product, service, place, word of mouth to the customer loyalty
at KFC. The research population is all customers who have ever purchased product at KFC. The sample collection
technique has been conducted by using purposive sampling with the number of samples are 100 respondents. The
data analysis technique has been carried out by using path analysis.The result of this research shows that product
give significant and direct influence to the customer loyalty, and product has significant and indirect influence to
the customer loyalty through customer satisfaction, so that these variables has been stated as the temporary
intervening variable. Then, service has significant and indirect influence to the customer loyalty, and service has
significant and indirect influence to the customer loyalty through customer satisfaction, so that these variablesare
stated as the intervening variable. Place give direct and insignificant influence to the customer loyalty, and place
give indirect and significant influence to the customer loyalty through customer satisfaction, then these variables
are stated as the intervening variable. Word of mouth give direct and siginificant influence to the customer loyalty
and word of mouth give indirect and significant influence to the customer loyalty through customer satisfaction
therefore these variables are stated as the temporary intervening variable

Keywords: Product, service, place, wom, customer loyalty, customer satisfaction.