KUALITAS PRODUK MC DONALD SEBAGAI FAKTOR YANG MEMENGARUHI KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN

Abstract

The purpose of this research is to find out the impact of the product quality on customer satisfaction through purchase decision in McDonald’s Plaza Kalibata. The population of this research are customers who had bought products more than twice. The sampling technique being used was purposive sampling to decide 187 respondents. Data collection method by accidental technique using questionaire that has been tested its validity and reliability. Data were analyzed by descriptive and quantitative methods. The quantitative analysis using Structural Equation Modeling (SEM) with all of the prerequisite testings. The result of the research shows the product quality gives a significant influence towards purchase decision action by t-value of 10.10; while product quality dose not give a significant influence towards customer satisfaction by the t-value of 0.31; whereas purchase decision gives a significant influence towards customer satisfaction with the t-value of 4.71; product quality gives indirect influence to customer satisfaction with the t-value of 4.41.