Consumer Perception On Imported Franchise Restaurants In Jember District: Product Quality, Customer Satisfaction, And Brand Loyalty

Abstract

This study aimed to analyze and to describe the behavior of imported franchise restaurant consumers in Jember district, East Java, Indonesia. This research was done through phenomenology approach and the data were analysed descriptively. Research data include primary data and secondary data were obtained by questionnaire and interview technique. As many as 50 consumer of Kentucky Fried Chicken (KFC) and California Fried Chicken (CFC) in Jember district were selected as respondents and determined using purposive sampling. We found that the consumer purchasing process was more initiated by the customer’s friend, even though the consumers themself also play a role in deciding the purchase. Consumers in groups of 2 - 4 people dominated in each purchase. Performance quality of the product was perceived well or in accordance with the expectations of consumers due to the menu presented in accordance with the quality standards, including compliance with the promoted product; delicious menu, good plating, fast serving, and satisfying taste. Consumers also have the initiative to repurchase as a result of satisfactory service.