PENGARUH HARGA DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA ROCKET CHICKEN JEPUN TULUNGAGUNG
DOI:
https://doi.org/10.71282/jurmie.v3i1.1580Keywords:
price, service, customer satisfaction, fast food, Rocket ChickenAbstract
This study is motivated by the increasing number of visitors to Rocket Chicken Jepun Branch, Tulungagung, particularly during Ramadan until after the Eid al-Fitr holiday in 2024. In the context of intense competition in the fast-food industry, price and service are two important factors presumed to influence customer satisfaction. This research aims to examine the effect of price and service on customer satisfaction. The study employs a quantitative method using a multiple linear regression approach. The research sample consists of 100 respondents selected through purposive sampling, with criteria of being at least 18 years old and having made a minimum of two purchases. Data analysis was conducted using SPSS, including validity and reliability tests, t-test, F-test, and coefficient of determination (R²). The results indicate that both price and service have a positive and significant effect on customer satisfaction, both partially and simultaneously. The R² value of 0.462 indicates that price and service explain 46.2% of the variation in customer satisfaction. The study concludes that competitive pricing strategies and excellent service are key factors in building customer satisfaction in the fast-food industry.
Downloads
References
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice Hall.
Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12–40.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Tjiptono, F. (2014). Service, Quality & Satisfaction (3rd ed.). Andi.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Sanusi, A. (2011). Metodologi Penelitian Bisnis. Jakarta: Salemba Empat.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Umar, H. (2005). Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: RajaGrafindo Persada.
Rachmawati, D. (2021). Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan. Jurnal Ekonomi dan Bisnis, 14(2), 112–120.
Nugroho, A., & Lestari, M. (2020). Pengaruh Harga terhadap Kepuasan Pelanggan pada Waralaba Minuman Kekinian. Jurnal Manajemen Pemasaran, 9(1), 45–52.
Sari, R., & Pratama, A. (2019). Kualitas Pelayanan dan Kepuasan Konsumen pada Usaha Mikro Kuliner. Jurnal Bisnis dan Kewirausahaan, 11(3), 89–95.
Wahyuni, E. (2022). Kepuasan Pelanggan terhadap Layanan Drive Thru Restoran X. Jurnal Ilmu Administrasi Bisnis, 10(1), 77–84.
Fitriani, L. (2023). Pengaruh Harga dan Promosi terhadap Kepuasan Pelanggan. Jurnal Riset Pemasaran, 7(2), 33–40.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Edial Nanang Setiawan (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
