THE INFLUENCE OF CUSTOMER PURCHASE DECISION ON CUSTOMER SATISFACTION AND IT’S IMPACT TO CUSTOMER LOYALTY
ABSTRACT: With population
above 434 thousand
and high ranks
per capita Manado
city becomes a
very huge potential for food
industry, including fast food. The available of quick serve food become
requirement of society in line with
fast mobility. The result is lot of new fast food
brands enter to the market. From my observation some kind of fast food restaurant
in Manado is KFC, Texas Chicken, Pizza Hut, Mc Donald, and so
on. The purpose of
this research is to investigate
the influence of
customer purchase decision
toward customer satisfaction and
the impact to
customer loyalty toward
KFC brands. The
customer purchase decision
is measured through some factor
such as cultural factor, social factor, and personal factor. Meanwhile
customer satisfaction is measured through some indicator such as promotion¸
service quality, and brand. The customer
loyalty is measure through satisfaction, linking of the brand, and c ommitment.
The research objectives are: (1) to
identify and analyze customer purchase
decisions effect on customer satisfaction, (2) to identify and analyze customer
satisfaction effect on customer loyalty, and (3) to identify and analyze
customer purchase decisions effect on customer loyalty. The population in is
students, workers, and fast food customer with sample as many as 130 respondents using Structural Equation Modelling (SEM). The
result is customer
purchase decission has significant influence
to customer satisfaction,
customer satisfaction has
significant influence to
customer loyalty, and also customer purchase decission has significant
influence to customer loyalty.
Author: Andhika H. Susanto
Journal Code: jpmanajemengg130074
