Pengaruh Service Performance Terhadap Customer Satisfaction Dan Dampaknya Pada Behavioral Intention Pelanggan Kfc Di Indonesia

Abstract

Abstrak Perkembangan restoran cepat saji di Indonesia semakin meningkat. Diawali dengan munculnya restoran cepat saji terbesar didunia yang mendirikan gerainya di Indonesia, salah satunya yaitu KFC (Kentucky Fried Chicken). Hingga saat ini, KFC memiliki pangsa pasar sebesar 55% dengan 628 gerai yang tersebar di seluruh Indonesia. Namun, sebagai penguasa pangsa pasar dengan gerai terbanyak di Indonesia tidak disertai dengan peningkatan top brand image yang justru mengalami penurunan selama 2 tahun belakang Penelitian ini bertujuan untuk mengetahui hubungan service performance terhadap customer satisfaction dan dampaknya pada customer behavioral intention KFC di Indonesia. Penelitian ini dilakukan pada seluruh pelanggan KFC di Indonesia menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 385 responden dengan teknik sampling non probability sampling. Teknik analisis data menggunakan Structural Equation Model yang diolah menggunakan SmartPLS versi 3.0. Hasil penelitian menyatakan bahwa service quality, food quality, dan price value ratio berpengaruh positif signifikan terhadap customer satisfaction, service quality tidak memiliki pengaruh positif signifikan terhadap behavioral intention, dan customer satisfaction berpengaruh positif signifikan terhadap behavioral intention. Kata kunci: behavioral intention, customer satisfaction, fast food, SEM, service performance Abstract The development of fast food restaurants in Indonesia is increasing. Beginning with the emergence of the largest fast food restaurant in the world which established outlets in Indonesia, the one is KFC (Kentucky Fried Chicken). Until now, KFC has 55 % market share with 628 outlets throughout Indonesia. However, as the ruler of the market with the most outlets in Indonesia was not accompanied by an increase in the top brand image which actually experienced a decline over the past 2 years. This study aims to examine the impact of service performance, customer satisfaction, and behavioral intention variables. Objects in this study addressed to customer KFC in Indonesia. A total of 400 respondents have been obtained through the distribution of questionnaires consisting of 41 points statement in Indonesia by using the method of non-probability sampling. Technique of data analysis use Structural Equation Model and then processed with SmartPLS version 3.0. The result of this research stated that service quality, food quality, and price value ratio has positive significant influence to customer satisfaction, service quality has not positive significant influence to behavioral intention, and customer satisfaction has has positive significant influence to behavioral intention Keyword: behavioral intention, customer satisfaction, fast food, SEM, service performance