Pengaruh Kualitas Produk dan Layanan Terhadap Kepuasan Konsumen KFC Jember

Abstract

The development of industry in Indonesia is increasingly rapid, especially in the food and beverage industry. In the current era of globalization, people prefer fast food. This has led to an increasing number of fast food competitors so that producers are required to continue to maintain consumer satisfaction in order to remain superior compared to other competitors. In maintaining this competitive position, fast food companies such as KFC are required to continue to improve the quality of products and services in order to meet consumer satisfaction. Consumers who are satisfied with the products and services provided by KFC are likely to make repeat purchases. This research was conducted at KFC Jember which is located at Jalan Gajah Mada No. 74, Kaliwates District, Jember Regency. The purpose of this study was to determine whether there is a significant influence of product and service quality variables on consumer satisfaction at KFC Jember. The research sampling technique used non-probability sampling, namely with the purposive sampling technique. The data collection methods used consisted of questionnaires, observations, interviews, and documentation. The questionnaire in this study had previously been tested using validity and reliability tests. This type of research is quantitative research using multiple linear regression analysis methods, partial tests and simultaneous tests. The results of multiple linear regression analysis produce the equation Y = 0.348 + 0.371X1 + 0.465X2, meaning that product quality and service quality have positive values and have a positive effect on KFC Jember consumer satisfaction.