The Influence of Product Quality, Price, and Location on Customer Satisfaction at KFC Probolinggo

Abstract

This study investigates the impact of product quality, price, and location on customer satisfaction at KFC Probolinggo. The research employs a quantitative associative causal design, using a structured questionnaire to collect data from customers of KFC Probolinggo. The data analysis was conducted using SmartPLS, a statistical tool that allows for testing the relationships between the variables. The findings reveal that all three factors—product quality, price, and location—have a significant positive influence on customer satisfaction. Product quality, characterized by the taste, freshness, and consistency of food, plays a vital role in determining customer satisfaction. Similarly, price, reflecting perceived value for money, significantly impacts how customers evaluate their dining experience. The location of KFC Probolinggo, with its convenient accessibility and visibility, also contributes positively to customer satisfaction, although its effect is less pronounced compared to product quality and price. These results highlight the importance of maintaining high standards in food quality, competitive pricing, and strategic location to enhance customer satisfaction. The study concludes with recommendations for future research to explore other potential factors, such as service quality and promotional strategies, which may further influence customer satisfaction in the fast-food industry.