ANALISIS KEPUASAN PELANGGAN MELALUI KUALITAS PELAYANAN, CITRA MEREK, DAN STORE ATMOSPHERE PADA BURGER KING CILANDAK KKO

Fathnisa Wulandari, . (2024) ANALISIS KEPUASAN PELANGGAN MELALUI KUALITAS PELAYANAN, CITRA MEREK, DAN STORE ATMOSPHERE PADA BURGER KING CILANDAK KKO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study which aims to determine the influence of service quality, brand image and store atmosphere on customer satisfaction at Burger King Cilandak KKO. The population in this study were Burger King Cilandak KKO customers with the criteria of having purchased 3 times or sampling using a non-probability sampling method with purposive sampling technique, with a total of 100 respondents. The data analysis technique used in this research is descriptive and inferential analysis using the Partial Leas Square (PLS) tool. The results of data analysis tests show that the service quality variable has no significant effect on customer satisfaction, brand image has a positive and significant effect on customer satisfaction, and store atmosphere has no significant effect on customer satisfaction. The result of calculating the determinant coefficient is 0.682, this shows that service quality, brand image and store atmosphere influence customer satisfaction at Burger King Cilandak KKO by 68.2% and the remaining 31.8% is influenced by other variables.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111033] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Bernadin Dwi M] [Penguji 2: Suharyati]
Uncontrolled Keywords: Customer Satisfaction, Service Quality, Brand Image, Store Atmosphere, Fast Food
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Fathnisa Wulandari
Date Deposited: 21 Mar 2024 04:09
Last Modified: 21 Mar 2024 04:09
URI: http://repository.upnvj.ac.id/id/eprint/28038

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