ANALISIS PENGARUH SERVICE QUALITY, FOOD QUALITY, PERCEIVED VALUE, DAN CUSTOMER SATISFACTION TERHADAP BEHAVIORAL INTENTIONS FAST FOOD MCDONALD’S

Abstract

This research aims to analyze the influence of service quality, food quality, perceived value, and customer satisfaction towards behavioral intentions in fast food restaurant McDonald’s. The sampling method used in this research is non-probability sampling with convenience sampling technique. Samples were collected from 100 students of Diponegoro University respondents who had visited and purchased a product at McDonald’s. Analysis method used here is multiple regression analysis which includes validity test, reliability test, classic assumption test, multiple linear regression tests, f-test, determination test, hypothesis test (t statistic test), and Sobel test. The result showed that service quality, food quality, and perceived value have positive and significant influence toward the customer satisfaction and customer satisfaction as the intervening variable has positive and significant influence toward the behavioral intentions.