PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA PT FAST FOOD INDONESIA, Tbk KFC BOX RAMAYANA PEMATANGSIANTAR

The culinary sector is currently experiencing an increase in consumption, especially for consumers who are
happy with fast food, such as KFC. KFC fast food company seeks to improve its service and brand image so that
every consumer who comes can get satisfaction, especially service satisfaction and the image of the product
consumed. The objectives of this research are: To determine the description of service quality, brand image and
consumer satisfaction atPT Fast Food Indonesia, Tbk KFC BOX Ramayana Pematangsiantar. To determine the
effect of service quality and brand image on consumer satisfaction at PT Fast Food Indonesia, Tbk KFC BOX
Ramayana Pematangsiantar both simultaneously and partially. The results of this study can be concluded as
follows: Service quality, brand image and consumer satisfaction. There is positive and significant effect between
service quality and brand image on consumer satisfaction. There is moderately high and positive correlation
between service quality and brand image on consumer satisfaction. The level of consumer satisfaction can be
explained by service and brand image. H0 is rejected, meaning that service quality and brand image have positive
and significant effect on consumer satisfaction both simultaneously and partially