THE ANALYSIS INFLUENCE OF SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION: A CASE OF MCDONALDS IN LIPPO CIKARANG

Abstract

This research aims to test and anlysis influence of service quality towards customer satisfaction in McDonalds Lippo Cikarang. The dimensions of service quality are tangible, empathy, reliability, responsiveness and assurance. This study is using quantitative research analysis, multiple regression method with collect data from questionnaires and using Statistical Product and Service Solution (SPSS) version 17 was used to analyze the data. Questionnaires were distributed and self-administered to 100 respondents. The respondents were customers, who have been visited in McDonalds Lippo Cikarang. The result on this research has shown that in partially empathy, reliability and assurance have significant influence towards Customer Satisfaction and independent variable in simultaneous have significant influence towards Customer Satisfaction. Adjusted R square of 0.457 showed that 45.7% Customer Satisfaction in McDonalds in Lippo Cikarang can be explained by empathy, reliability and assurance. While the remaining 54.3% are influenced or explained by other variables not included in this research model.