Antecedent customer satisfaction restoran cepat saji
T ujuan penelitian ini adalah untuk mengetahui faktor-faktor apa saja yang mempengaruhi customer satisfaction, dengan variabel yang digunakan yaitu price, service quality, food quality, dan physical evidence. . Dalam penelitian ini, menggunakan teknik purposive sampling dengan 175 sampel dengan kriteria yaitu konsumen yang pernah makan di restoran cepat saji Hokben minimal 3x dalam 6 bulan terakhir. Alat yang digunakan penelitian ini yaitu Structural Equation Model (SEM) untuk menganalisis hubungan variabel secara kompleks yang dijalankan oleh program AMOS.Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif price terhadap customer satisfaction, terdapat pengaruh positif food quality terhadap customer satisfaction, terdapat pengaruh positif physical evidence terhadap customer satisfaction.
T he purpose of this study was to determine what factors affect customer satisfaction, with the variables used are price, service quality, food quality, and physical evidence. This study used a purposive sampling technique with 175 samples with the criteria that consumers have eaten at Hokben fast food restaurants at least 3 times in the last 6 months. The tool used in this research is the Structural Equation Model (SEM) to analyze complex variable relationships that are run by the AMOS program.The results of this study indicate that there is a positive effect of price on customer satisfaction, there is a positive influence of food quality on customer satisfaction, and there is a positive influence of physical evidence on customer satisfaction.