PENGARUH KUALITAS PELAYANAN DAN PENETAPAN HARGA TERHADAP KEPUASAN KONSUMEN PADA RESTORAN CEPAT SAJI KFC METROPOLITAN CITY PEKANBARU

Abstract

This research was conducted at KFC Metropolitan City Pekanbaru Restaurant located on HR. Soebrantas street, Panam, Kec. tampan, Pekanbaru City, Riau 28293. The purpose of this study was to determine the effect of service quality and pricing on consumer satisfaction at the KFC Metropolitan City Pekanbaru Restaurant partially and simultaneously. In this research, the method used is quantitative descriptive analysis with the SPSS program. The population in this study were all visitors who made purchases at KFC Metropolitan City Pekanbaru Restaurant in the last year of 2018 totaling 127,039 people. Where the samples in this study were consumers of KFC Metropolitan City Pekanbaru Restaurant as many as 100 respondents. To determine the sample using the Slovin formula, a non-probability sampling technique with an accidental sampling technique. Data collection techniques through interviews and questionnaires, types and sources of data using primary data and secondary data, measurement techniques using a Likert scale.

The analysis of data includes validity, reliability, simple linear analysis, multiple linear analysis, determination analysis, and significance test with t-test (partial test), and F test (simultaneous). The results of this study indicate that the results of the first t-test hypothesis testing, service quality on customer satisfaction is t arithmetic (3,631)> t table (1,6605) means that service quality has a significant effect on customer satisfaction. secondly, price-fixing on customer satisfaction is t arithmetic (3,563)> t table (1.6605) meaning that price-setting has a significant effect on customer satisfaction. F Test Results of service quality and Pricing have a significant effect on customer satisfaction, namely F arithmetic (9,714)> F tables (3.09). This means that the quality of service and pricing simultaneously have a significant effect on customer satisfaction at the KFC Metropolitan City Pekanbaru Restaurant.