PENGARUH KUALITAS LINGKUNGAN FISIK, KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP CITRA PERUSAHAAN RESTORAN CEPAT SAJI KFC DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
PRIMASTUTI, MARIA VINCENTIA NARITA
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-23 01:33:05
Abstract :
This research aims to find out the influence of physical environment, product quality and service quality on corporate image of KFC fast food restaurant in Surabaya. The type of data is the primary data spreading to the consumers using questionnaire with Likert scale of 1 to 5. Respondent is 74 consumers of KFC fast food restaurant in Surabaya. This research use purposive sampling method to provide the respondent. The data is analized using Multiple Regression Technique. The result of this research shows that there are significance influence of physical environment quality and product quality positively to corporate image. Another result there is no significance influence of service quality to corporate image. That?s why at the end of this research as a suggestion, KFC should improve the service quality without exception. Keywords : Physical Environment Quality, Product Quality, Service Quality and Corporate
This research aims to find out the influence of physical environment, product quality and service quality on corporate image of KFC fast food restaurant in Surabaya. The type of data is the primary data spreading to the consumers using questionnaire with Likert scale of 1 to 5. Respondent is 74 consumers of KFC fast food restaurant in Surabaya. This research use purposive sampling method to provide the respondent. The data is analized using Multiple Regression Technique. The result of this research shows that there are significance influence of physical environment quality and product quality positively to corporate image. Another result there is no significance influence of service quality to corporate image. That?s why at the end of this research as a suggestion, KFC should improve the service quality without exception. Keywords : Physical Environment Quality, Product Quality, Service Quality and Corporate
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