FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN DAN LOYALITAS PELANGGAN DI RESTORAN KOTA SERANG SELAMA PANDEMIK COVID-19

Abstract

There is still very little research on fast food restaurants in Serang City even though fast food consumption in Indonesia continues to increase. Moreover, there has been no research on fast food restaurants during the COVID-19 pandemic in Serang City. This study aims to examine the effect of food quality, price, location and environment, service quality, social enjoyment, cleanliness on customer satisfaction and the effect of satisfaction on customer loyalty at fast food restaurants in Serang City during the COVID-19 pandemic. Google Forms was used to collect research data. Using purposive sampling technique with 341 respondents selected. Data analysis was carried out using four stages, namely data collection, data classification, data filtering, and conclusion making. This study found that food quality, price, service quality, social enjoyment, and cleanliness have a positive effect on customer satisfaction with cleanliness being the factor that most affects customer satisfaction in fast food restaurants. Location and environment have no effect on customer satisfaction. Customer satisfaction has a positive effect on customer loyalty at fast food restaurants in Serang City.