PENGARUH KUALITAS PRODUK DAN MEDIA SOSIAL TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI KFC KOTA BOGOR

Abstract

The purpose of this paper is to find out the influence of Product Quality and social media on Customer Statisfaction trough the Purchasing Decision in KFC Bogor City. Survey Method was used to evaluated product quality and social media is influence on Customer statisfaction trough Purchasing Descision. The sampling technique uses purposive sampling to decide 224 respondents. Data collection by accidental technique using questionnaire that has been tested and the result the data is validity and reability. The method data analysis by descriptive and quantitative. The quantitative analysis with Path analysis by using SPSS 20. The results show direct relation between product quality and purchasing decision with t value 6,92 has a significant effect. It is also the social media has a significant effect on purchasing decision with t value 6,24. Product Quality also has a direct relation with costumer statisfaction that the result is significant with t value 4,00 and social media with t value 3,06 also has a significant effect to the customer statisfaction. Purchasing decision also has significant effect to costumer statisfaction with t value 7,53. The finding also reveal significant effect on indirect relation between product quality and purchasing desicions on customer statisfaction with t value 4,77 and reveal between social media and purchasing decision on costumer statisfaction has a significant with t value 4,41.