PENGARUH PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA RESTAURANT KFC

Abstract

Customer satisfaction is the function of expectation and performance. Performance is the
perception of customer to what has been accepted after a product has been consumed. Expectation
is customer desire that is related to what will be accepted when a product is consumed. Customer
feels satisfy when the offered product fulfills the need and the desire or the taste of the customer.
This research is meant to find out that product, price and service quality have influence to the
customer satisfaction. The independent variables i.e. product, price, and service quality have
influence to the customer satisfaction as the dependent variables. The data of this research has
been obtained by issuing questionnaires which have been filled in by the respondents and 100
customers who have ever purchased the product of Kentucky Fried Chicken A. Yani Surabaya.
The data analysis technique has been carried out by using multiple linear. The result of the t-test
shows that product and price variables have significant influence to the customer satisfaction. It
is suggested that the management department should increase their service quality so that the
customers of Kentucky Fried Chicken satisfy with the service which has been given by the
company. When the customer feels satisfied after eating, it will increase the level of sales.

Keywords: product, price, service quality, customer satisfaction.