ANALISIS KUALITAS LAYANAN, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN MAKANAN CEPAT SAJI PADA RESTORAN MCDONALD’S SELAMA PANDEMI COVID-19 (Studi Pada McDonald’s Duta Garden di Kota Tangerang)

DAMAYANTI, DESTY (2022) ANALISIS KUALITAS LAYANAN, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN MAKANAN CEPAT SAJI PADA RESTORAN MCDONALD’S SELAMA PANDEMI COVID-19 (Studi Pada McDonald’s Duta Garden di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze service quality, brand image and product quality on customer satisfaction with fast food at McDonald's restaurants during the Covid-19 pandemic. The object of this research is McDonald's customers at Duta Garden. This research was conducted on 200 respondents using a quantitative descriptive approach. Determination of sample size using the Non-Probability technique. Methods of data collection using primary data, with the research instrument is a questionnaire. The approach used in this study is the Structural Equation Model (SEM) using the Smart-PLS 3.0 analysis tool. The results of this study indicate that service quality, brand image and product quality have a significant relationship to customer satisfaction. Keywords: Service Quality Analysis, Brand Image, Product Quality and Customer Satisfaction Penelitian ini bertujuan untuk menganalisis kualitas layanan, citra merek dan kualitas produk terhadap kepuasan pelanggan makanan cepat saji pada restoran McDonald’s selama pandemi Covid-19. Objek penelitian ini adalah pelanggan McDonald’s di Duta Garden. Penelitian ini dilakukan terhadap 200 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik Non-Probability. Metode pengumpulan data menggunakan data primer, dengan instrumen penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan alat analisis Smart-PLS 3.0. Hasil dari penelitian ini, menunjukan bahwa kualitas layanan, citra merek dan kualitas produk memiliki hubungan yang signifikan terhadap kepuasan pelanggan. Kata Kunci: Analisis Kualitas Layanan, Citra Merek, Kualitas Produk dan Kepuasan Pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 274
Call Number: SE/31/22/161
NIM/NIDN Creators: 43118010272
Uncontrolled Keywords: Analisis Kualitas Layanan, Citra Merek, Kualitas Produk dan Kepuasan Pelanggan
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 28 Nov 2022 04:10
Last Modified: 28 Nov 2022 04:10
URI: http://repository.mercubuana.ac.id/id/eprint/72017

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