KUALITAS PRODUK DAN HARGA, IMPAKNYA TERHADAP PEMBELIAN ULANG PADA RESTORAN KFC

Anwar, Syamsul (2009) KUALITAS PRODUK DAN HARGA, IMPAKNYA TERHADAP PEMBELIAN ULANG PADA RESTORAN KFC. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

PT. Fastfood Indonesia, TBK has been established by Gelael group in 1978, and has been registered as public company since 1994. At this day, the group has rapidly building KFC brand, as 26 years of KPC successfully growth as the leading in this market and owned market shared about 40% (2007) in fast food area in Indonesia. It’s best selling product like Colonel`s Original Recipe and Hot & Crispy are remained as the most delicious according to costumer survey in Indonesia. It is understood KFC best selling product remained acceptable in Indonesia. KFC also selling menu mixed with Indonesian to fulfill local appetizer like Perkedel, rice, Salad, Sweet corn, and other like Crispy Strips, Twister, and Spaghetti which are well acceptable by local costumer in Indonesia. Those have been done to make costumer satisfaction. In that way they will get back to have meal in KFC. This research has been done to get to know the quality of product and price that effect of customer decision to get back to KFC Mall Depok Restaurant. This research is aim to get to know how big two variable of decision of customer in buying KFC product. In this research sub variable of quality product variable consist of food taste, food look, food various, healthy food and food smell . Sub variable of price variable as same as similiar product. Population in this research is all costumers that have had meal in KFC Mall Depok Restaurant, sample has been collected using Accidental (Convenience) Sampling Method, which means by accidental or anyone that just met in that area and fit to be questioner in this experiment. Analysis Technique of Data Processing consist of Validity and Realibility Testing, Statistic Descriptive Analysis, Factor Analysis, Double Regression Analysis, hipotesis Testing. Based on this research, the result is quality of product and price that effect the individual including others that effect positively and significantly to costumer decision of buying back the product.

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