Analisis Pengaruh Harga, Brand Image Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada KFC Singkawang Grand Mall

Abstract

The rapid advancements in science and technology enable swift and convenient actions and enjoyment for individuals. This shift in lifestyle impacts societal eating habits, favoring practicality. Consequently, fast-food restaurants have emerged to cater to busy schedules. This trend presents new opportunities for the industry to satisfy customer needs. This study aims to analyze the impact of price, brand image, and service quality on customer satisfaction at KFC Singkawang Grand Mall. Conducted as a quantitative research, data was collected through a Google Form questionnaire from a sample of one hundred respondents. Data analysis utilized SPSS version 27. Findings reveal that price, brand image, and service quality significantly influence customer satisfaction at KFC Singkawang Grand Mall. Specifically, price, brand image, and service quality all exhibit positive effects on customer satisfaction, as indicated by regression coefficients and significance values. These results underscore the importance of these factors in shaping customer satisfaction in the fast-food industry.