THE INFLUENCE OF DINESERVE ON CUSTOMER SATISFACTION AND PURCHASE INTENTION: A STUDY OF KFC RESTAURANT IN INDONESIA

Abstract

Purpose - The purpose of this research is to find out the effect of dineserve on customer satisfaction and purchase intention of KFC Restaurants in Indonesia Design/Methodology/Approach – A quantitative analysis is carried out through circulating an online questionnaire using Google Form, which consists of 36 statements. There are 250 valid quesionnaire respondents which are then tested. After checking the validity & reliability, SEM is used for model fit testing, hypothesis testing and R-Square analysis. Findings – The result in this research shows that atmosphere (AMP) has a positive influence customer satisfaction (CS), service quality (SQ) has a positive influence customer sastisfaction, convenience (C) has a positive influence customer satisfaction (CS), price has a positive influence customer satisfaction (CS) and also customer satisfaction (CS) influences toward purchase intention (PI). Originality/Value – As far as the writer's awareness and content analysis, the previous research was repeated with the object of research a KFC Restaurant in Indonesia.