Effect of Quality Products, Services and Brand on Customer Satisfaction at McDonald's

UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) Effect of Quality Products, Services and Brand on Customer Satisfaction at McDonald's. Effect of Quality Products, Services and Brand on Customer Satisfaction at McDonald's.

Text Effri Diantara.docx Download (39kB)

Abstract

This study aims to identify and examine the influence of service quality, brand image and product quality on consumer purchasing decisions in Mc. Donald. This research is explanatory. The number of samples was 96 respondents taken by purposive sampling method. Collecting data using questionnaires. Data were analyzed with the validity and reliability, cross tables, simple regression analysis, regression analysis, and hypothesis testing using the formula t arithmetic and F arithmetic. The results showed the quality of service positive and significant influence on purchasing decisions, brand image positive and significant impact on purchasing decisions, product quality positive and significant impact on purchasing decisions, and service quality, brand image and product quality jointly influence positively and significantly the purchasing decision

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Mr Edi Surya Negara
Date Deposited:	19 Jun 2022 12:33
Last Modified:	19 Jun 2022 12:33
URI:	http://eprints.binadarma.ac.id/id/eprint/12489

Actions (login required)

View Item