ANALYSIS THE IMPACT OF SERVICE QUALITY ON BRAND IMAGE (CASE STUDY AT KFC KELAPA GADING)

Abstract

KFC is one of fast food restaurant owned by PT. Fast Food Indonesia in Jakarta. This fast food restaurant has developed many branches in Indonesia, including Kelapa Gading. KFC Kelapa Gading has made many changes, them is built a physical building and system. This showed that the service quality given to the customer has been improved. In turn, this improvement will increase the community’s perception that will create brand image of KFC Kelapa Gading. The objective of this research is to analysis the impact of service quality on brand image of the restaurant. The restaurant’s service quality consists of tangible, reliability, responsiveness, assurance, and empathy. The number of population of KFC Kelapa Gading in a day was 250 customers and the sample was 154 customers. The data were collected by questionnaire. A total of 154 customers were randomly chosen at KFC Kelapa Gading to have their perception about the service quality on brand image of KFC Kelapa Gading. The research method used multiple regressions. The overall test (F-test) of service quality (tangible, reliability, responsiveness, assurance, and empathy) on brand image showed F = 20.516. The results of t-test showed that tangible, responsiveness, and assurance are not significant impact on brand image of KFC Kelapa Gading with t value result are 1.791, 0.255, -0.282. Reliability and empathy are significant impact on brand image of KFC Kelapa Gading with t value results are 2.296 and 4.671. The results of this research showed that service quality conducted had positive and significant effect to the brand image of KFC Kelapa Gading. Out of the five variables used in this research that empathy variable is dominant variable among other variable. Based on determinant identification that R square is 39.3% that means brand image of KFC Kelapa Gading is affected by service quality variable by 39.3% and the rest 60.7% is affected by other variables that has not been used in this research.