PENGARUH KUALITAS JASA KASIR TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DAN PEMETAAN TINGKAT KEPUASAN KONSUMEN DI KFC CABANG MERDEKA BANDUNG

Zulfikar Fikri Muhammad

Informasi Umum

Kode

13.06.003

Klasifikasi

658.834 2 - Consumer behavior, Motivation research, Consumer psychology

Jenis

Karya Ilmiah - TA (D3) - Reference

Subjek

Consumer Behavior, Consumer Satisfaction, Service Quality

Dilihat

331 kali

Informasi Lainnya

Abstraksi

Increasing number of ways the fulfillment of human needs coupled with human desires the more diverse restaurants that grow and develop is one way that can meet basic human needs. Increasingly diverse types of restaurants, many companies these days of fast food restaurants that compete with the very strict. The role of consumers in making purchasing decisions are important enough to make their choice in meeting basic needs, especially the quality of service cashier who spearheaded the company's fast-food restaurants. from a good buying decision in the eyes of the company can generate positive customer satisfaction must be seen from the performance quality of service cashier. Therefore, identification of the performed studies the influence of service quality cash register (X) on consumer purchasing decisions (Y) and the mapping of customer satisfaction for the thorough-Bandung Free KFC branch. Methods of research conducted by direct observation by researchers at the KFC branch store in Jalan Merdeka no.35-44 Bandung, interviews with the cashier, assistant manager and store manager, to do the spread of the questionnaire to 100 respondents. Using quantitative analysis of test reliability, validity, simple linear regression, importance performance analysis and significance testing also determination calibration. From the research that was done we got the result: cashier procedural step in serving the consumer, a statement from the otherwise reliable and valid questionnaire, a simple linear regression equation with a value of 0.258 + Y = 18 314 (X), mapping the level of customer satisfaction generate the variables contained in the statement four quadrants, the significance test of the hypothesis H1 is accepted that the influence of service quality on purchase decisions cashier with an error rate of 5%, and testing the result of determination as the variation of 7.1% change in the quality of service cashier to variations change purchase decisions Key words: quality of service cashier, purchasing decisions, customer satisfaction