PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN KONSUMEN DI Mc DONALD’S KEDATON BANDAR LAMPUNG

Marhen Saputra; Anggalia Wibasuri

doi:10.36448/jmb.v14i1.3125

PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN KONSUMEN DI Mc DONALD’S KEDATON BANDAR LAMPUNG

Marhen Saputra, Anggalia Wibasuri

Abstract

McDonalds merupakan perusahaan global yang memiliki banyak pesaing baru untuk bisnis sejenisnya. Tujuan penelitian ini untuk mengetahui pengaruh kualitas pelayanan dan kepercayaan merek terhadap kepuasan konsumen pada produk McDonald’s. Penelitian menggunakan pendekatan kuantitatif yang dianalisis dengan menggunakan SPSS versi 20. Kualitas pelayanan dan kepercayaan merek berpengaruh positif dan signifikan terhadap kepuasan konsumen baik secara parsial maupun simultan pada McDonald’s Kedaton, Bandar Lampung.

Keywords

Kepercayaan Merek, Kualitas Pelayanan, Kepuasan Konsumen

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DOI: http://dx.doi.org/10.36448/jmb.v14i1.3125