THE EFFECT OF SERVICE QUALITY AND PRODUCT QUALITY ON CONSUMER SATISFACTION AT KENTUCKY FRIED CHICKEN

Abstract

This study aims to determine the effect of service quality and product quality on consumer satisfaction at Kentucky fried chicken. This type of research uses a quantitative approach with quantitative methods. The population of this study were students of the management study program, and a sample of 50 students. The sampling technique in this study used the purposive sampling method technique. The data sources in this study used primary data and secondary data. The data collection technique in this study used a questionnaire. The data analysis technique used multiple linear regression analysis. Based on the results of data analysis, it can be concluded that there is an effect of service quality on consumer satisfaction. There is an effect of service quality and product quality together on consumer satisfaction.