Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian Ayam Goreng KFC Plaza Surabaya Di Surabaya

Daldiri, Tresia Aurum (2012) Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian Ayam Goreng KFC Plaza Surabaya Di Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Official URL: http://repositori.ukdc.ac.id/

Abstract

Kentucky Fried Chicken was first established in Kentucky (United States) by Colonel Harland Sanders. In this study the Kentucky Fried Chicken KFC outlets studied were in New York City Plaza, located in Surabaya street youth 31 - 37. In anticipation of increasingly fierce competition in the restaurant business or restaurant today, the KFC Plaza Surabaya to realize the strategy - strategy of short-term or long-term strategy to increase sales of current and future. Short-term strategy of conducting package KFC - KFC's menu as a special package to celebrate the New Year menu. While the long-term strategy is to expand KFC customer with Brand Image showing KFC in electronic media like television. The data used in this study is the primary data and secondary data. Data obtained from sources - sources that are already on KFC Plaza Surabaya in Surabaya. Statistical analysis used were multiple linear regression analysis while testing the hypothesis using the F test and t test. F test results are variable tangibles independent variables (X1), the variable reliability (X2), the variable responsiveness (X3), the variable assurance (X4), and variable empaty (X5) simultaneously significantly influence purchasing decisions Plaza KFC fried chicken in New York City, because F count (57,624) > F table (2,31). The results for the t test can be concluded that: tangibles variable (X1) significantly influence the purchase decisions of fried chicken KFC Plaza Surabaya in Surabaya, because t count (4.715) > t table (1.984). Reliability variable (X2) significantly influence the purchase decision Plaza KFC fried chicken in New York City, because t count (2.168) > t table (1.984). Variable responsiveness (X3) significantly influence the purchase decisions of fried chicken KFC Plaza Surabaya in Surabaya, because t count (2.958) > t table (1.984). Variable assurance (X4) significantly influence the purchase decision Plaza KFC fried chicken in New York City, because t count (2.006) > t table (1.984). Empaty variables (X5) significantly influence the purchase decision Plaza KFC fried chicken in New York City, because the t count (3,924) > t table(1,984).

Item Type:

Thesis (Undergraduate)

Contributors: