PERBANDINGAN KUALITAS PELAYANAN, CUSTOMER EXPERIENCE, PERSEPSI HARGA, BRAND IMAGE, DAN REPURCHASE INTENTION MAKANAN SIAP SAJI ANTARA RESTORAN MC DONALD DAN RICHEESE FACTORY DI BINTARA, BEKASI

FAUZAN, ACHMAD (2020) PERBANDINGAN KUALITAS PELAYANAN, CUSTOMER EXPERIENCE, PERSEPSI HARGA, BRAND IMAGE, DAN REPURCHASE INTENTION MAKANAN SIAP SAJI ANTARA RESTORAN MC DONALD DAN RICHEESE FACTORY DI BINTARA, BEKASI. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to determine the comparison of service quality, customer experience, perceived price, brand image and repurchase intention of fast food between McDonald's and Richeese Factory restaurants in Bintara, Bekasi. The subjects in this study were customers who had come and ate fast food at McDonald's and Richeese Factory restaurants in Bintara, Bekasi. This study was conducted on 155 respondents using quantitative methods. Therefore the analysis of the data used is Statistical Package for Social Science (SPSS) v.23. The results of this study show comparatively that there are significant differences in the customer experience and brand image variables in McDonald's and Richeese Factory restaurants, while the service quality, price perception, and repurchase intention variables have no significant differences. Keywords : Service Quality, Customer Experience, Perceived Price, Brand Image, Repurchase Intention. Tujuan dari penelitian ini adalah untuk mengetahui perbandingan kualitas pelayanan, customer experience, persepsi harga, brand image dan repurchase intention makanan siap saji antara restoran McDonald dan Richeese Factory di Bintara, Bekasi. Subjek pada penelitian ini adalah pelanggan yang pernah datang dan mengonsumsi makanan siap saji di restoran McDonald dan Richeese Factory Bintara, Bekasi. Penelitian ini dilakukan terhadap 155 responden dengan menggunakan metode kuantitatif. Karena itu analisis data yang digunakan adalah Statistical Package for Social Science (SPSS) v.23. Hasil penelitian ini menunjukkan secara komparatif bahwa terdapat perbedaan yang signifikan pada variabel customer experience dan brand image di restoran McDonald dan Richeese Factory, sedangkan variabel kualitas pelayanan, persepsi harga, dan repurchase intention tidak terdapat perbedaan. Kata Kunci : Kualitas Pelayanan, Customer Experience, Persepsi Harga, Brand Image, Repurchase Intention

Item Type: Thesis (S1-Sarjana)
NIM: 43115010345
Uncontrolled Keywords: Kualitas Pelayanan, Customer Experience, Persepsi Harga, Brand Image, Repurchase Intention
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Dec 2020 10:37
Last Modified: 29 Dec 2020 10:37
URI: http://repository.mercubuana.ac.id/id/eprint/58831

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