Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap McDonald's di Kota Palembang

Murni, Ellya Bunga Murni (2025) Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap McDonald's di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the effect of product quality and service quality on McDonald's customer satisfaction in Palembang City. In an era of intense competition in the fast food industry, understanding the factors that influence customer satisfaction is very important. The method used in this research is a quantitative approach with data collection through questionnaires distributed to 100 respondents who are McDonald's customers. Data analysis was carried out using multiple linear regression to test the relationship between variables. The results showed that product quality, which includes aspects of taste, cleanliness, and presentation, and service quality, which includes speed, friendliness, and responsiveness of employees, have a positive and significant influence on customer satisfaction. These findings indicate that improving product and service quality can increase customer satisfaction, which in turn can contribute to loyalty and repurchase intention. The recommendation from this study is for McDonald's to continue investing in employee training and product development to maintain a competitive position in the market. This research is expected to provide insights for restaurant managers in formulating more effective strategies to increase customer satisfaction.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Product Quality, Service Quality, Customer Satisfaction
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > TD Environmental technology. Sanitary engineering
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 3710 not found.
Date Deposited: 27 Feb 2026 02:22
Last Modified: 15 Jul 2026 04:07
URI: http://eprints.ukmc.ac.id/id/eprint/15338

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