The Effect of Product Quality and Price On Customer Satisfaction With Service Quality As a Moderating Variable At The KFC Restaurant SPBU Selindung Pangkalpinang City

Study on KFC Restaurant at Selindung Gas Station, Pangkalpinang

Abstract

The business world has undergone gradual changes in this era of globalization, developments in activity and population make fast food a promising business. One of the fast food chains that has always been growing rapidly until now, one of which is KFC, which is always the most popular choice.

This study aims to determine and analyze the effect of product quality and price on customer satisfaction at the KFC Restaurant at the Selindung Gas Station, Pangkalpinang City. This study uses a quantitative descriptive analysis approach with a sample of 100 respondents. The sampling technique used purposive sampling method. The independent variables in this study are product quality and price, while the dependent variable is customer satisfaction, and the moderating variable is service quality. Methods of data analysis using multiple linear regression analysis and Moderated Regression Analysis.

Based on the results of the partial research, product quality and price have a positive and significant effect on customer satisfaction at the KFC Restaurant at the Selindung Gas Station, Pangkalpinang City. Based on the Moderated Regression Analysis test on model I moderation, it shows that service quality is able to moderate the effect of product quality on customer satisfaction at the KFC Restaurant at the Selindung Gas Station, Pangkalpinang City. In moderation model II, service quality is not able to moderate prices on customer satisfaction at the KFC Restaurant at the Selindung gas station, Pangkalpinang City