PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUASAN KONSUMEN PT. FASTFOOD INDONESIA, TBK (STUDI KASUS KFC CABANG BG JUNCTION SURABAYA)

Abstract

As the years passed, there are many buildings occupy vacant spaces. One of them is the development of the culinary which leads to a lot of developed restaurant, wheter they are new or established long time ago. This issue leads the researcher tod do this research in order to test the impacts of the service quality, the product quality, and the price toward the customers satisfaction. The type of this study quantitative with the purposive sampling for collecting the samples. The population of this study are 100 customers of PT. FASTFOOD Indonesia in BG Junction Surabaya branch. The analysis method of this study applies SPSS (Statistics Product and Service Solutions). The result indicates that the service quality gives negative and insignificant impacts, the product quality gives positive and significant impacts, and the price give positive and significant impacts. It shows that all the hypothesis are not accordance with the reality of this study.
Keywords : the service quality, the product quality, the price, the customers satisfaction, KFC, restaurants