Pengaruh Kualaitas Produk dan Kualitas Layanan terhadap McDonald's di Kota Palembang

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

	Text (EM-2025-2122129-complete.pdf) Complete Revisi Skripsi ellya_.pdf Restricted to Registered users only Download (5MB) | Request a copy
	Text (EM-2025-2122129-summary.pdf) ringkasan_skripsi_ perpustakaan ell_.pdf Restricted to Registered users only Download (645kB) | Request a copy

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.

Actions (login required)

View Item