Pengaruh Kualitas Makanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan pada Rocket Fried Chicken (RFC) di Kota Bima
DOI:
https://doi.org/10.63822/529fr888Keywords:
Food Quality, Customer Satisfaction, Customer Loyalty, Fast-Food RestaurantAbstract
This study aims to analyze the influence of food quality and customer satisfaction on customer loyalty at Rocket Fried Chicken (RFC) fast-food restaurant in Bima City. This type of research is associative research with a quantitative approach. The population in this study is an infinite population. The sample taken based on the Lemeshow formula amounted to 100 respondents with the criteria of being at least 17 years old and having purchased products at least twice. Data collection techniques were carried out using Likert scale questionnaires, observation, documentation, and literature study. Data were analyzed using multiple linear regression analysis methods through the SPSS program.The results of the partial analysis (t-test) show that food quality has a positive and significant effect on customer loyalty, and customer satisfaction also has a positive and significant effect on customer loyalty. Simultaneously (F-test), food quality and customer satisfaction have a significant effect on customer loyalty with a calculated F value of 79.176 and a significance level of 0.000. The value of the coefficient of determination (Adjusted R Square) is 0.612, which means that 61.2% of the customer loyalty variable is influenced by food quality and customer satisfaction, while the remaining 38.8% is influenced by other variables outside this research model.
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