Fery Fery, Jacquelinda Sandra Sembel


In fast-food industry, food quality and safety become pre-requisite to launch a fast-food restaurant. Thus, the players in this industry offer similar quality of food. This has caused a shift of the focus of competition in the industry from competing in the quality of product to the quality of human resources in serving customers. The aim of this study is to find out whether service quality, product, and satisfaction have any impact on customer loyalty. The study surveyed 30 respondents in the pre-testing and 170 respondents in actual data testing. SmartPLS3.2 software was used to process data, that was collected using questionnaire. Data processing was conducted using validity test, reliability test, multiple regression analysis and hypothesis testing. The test revealed that Service Quality is indeed an important variable to affect Customer Loyalty. The same result applied to Product and Satisfaction what also revealed positive effect on Customer Loyalty.


Service Quality; Product; Satisfaction; Customer Loyalty

Full Text:



Al-Msallam, Samaan, (2015), Customer Satisfaction and Brand Loyalty in Hotel Industry, International Journal of Management Sciences and Business Research, Vol. 4, Issue 9, file:///C:/Users/Lenovo/Downloads/CustomerSatisfactionandBrandLoyaltyintheHotelIndustry.pdf

Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. (1993), ``A dynamic process model of service quality: from expectations to behavioural intentions'', Journal of Marketing Research, No. 30, February, pp. 7-27.

Chaudhuri, Arjun, Holbrook, Morris B, (2001), The Chain Effect from Brand Trust and Brand Effect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, Vol. 65, Issue 2, 2001,

Chiguvi, Douglas, Guruwo, Paul T (2015), Impact of Customer Satisfaction on Customer Loyalty in the Banking Sector, International Journal of Scientific Engineering and Research, Vol 5, Issue 2,

CNBC Indonesia, (2020), KFC tutup 100 gerai karena Corona, Sahamnya menguat 19%),,

Fandos, C. and Flavian, C. (2006), “intrinsik and extrinsic quality attributes, loyalty and buying Intention: an analysis for a PDO product”. British Food Journal, 108 (8): 646-662.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.

Foster, B D dan John Q, Cadogan. (2000). Relationship Selling and Costumer Loyalty: An Empirical Investigation. Marketing Investigation and Planning, 18/4.

Fornell, C. (1992), ‘‘National customer satisfaction barometer: the Swedish experience’’, Journal of Marketing, Vol. 56 (January), pp. 6-21.

Ghotbabadi, et al. (2015). Service Quality Measurements: A Review. International Journal of Academic Research in Business and Social Sciences. Vol. 5, No. 2

Ghozali, Imam. (2011). Aplikasi Analisis Multivariat Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro

Ghozali, I., & Latan, H. (2015). “Partial least squares: Konsep, teknik, dan aplikasi menggunakan program smart PLS 3.0”. 2nd ed. Semarang: Universitas Dipone- goro Semarang.

Kotler, Philip. (2005). Marketing Management, Prentice Hall.

Keller, K. L. (2007). Marketing Management - 12. vydání. March, 1–5.

Kotler, P., & Armstrong, G. (2010). Principles of marketing. 13th ed. New Jersey: Pearson Education Inc.

Lupiyoadi and Hamdani, (2006). Manajemen Pemasaran Jasa, Edisi kedua. Penerbit Salemba Empat: Jakarta

Morgan, R. (2018). Restoran Sederhana & KFC battle to be top Indonesian restaurant - Roy Morgan Research. 61(7614), 1–4.

Munger, Lauren Jeanne, Druv Grewal, (2001), The Effects of Alternative Price Promotional Methods on Consumer’s Product Evaluation and Purchase Intentions, Journal of Product and Brand Management, Vol. 10 (3): 13, June 1, 2001.

Netemeyer, R, et al, (2003), Scaling Procedures: Issues and Applications, SAGE.

Oliva, T.; Oliver, R. and McMillan, I. (1992), "A catastrophe model for developing service satisfaction strategies", Journal of Marketing, Vol. 56, pp.83-95.

Ruter, Ko de, and Martin Wetzels, (1998), On the relationship between perceived service quality. Service loyalty and switching costs, International Journal of Service Industry Management, Vol. 9, No. 5, 1998, pp. 436-453, MCB University Press,

Sekaran, Uma dan Bougie. 2016. Research Methods For Business. Edisi ketujuh. United Kingdom: John Wiley & Sons.

Selnes, Fred. 1993. An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing Vol. 27 No. 9

Sheth, Jagdish, N, Rajendra S. Sisodia (2000), The Antecedents and Consequences of Customer-Centric Marketing, Journal of the Academy of Marketing Science, Vol 28, Issue 1, 2000,

Siddiqi, Kazi Omar, (2011), Interreations between service quality attributes, customer satisfaction and customer loyalty in the retail banking sector in Bangladesh, International Journal of Business and Management, Vol. 6, No. 3, 2011,

Sovino, Chloe, (2019), The World’s Largest Food and Restaurant Companies,,

Spreng, Richard A, MacKenzie, Scott B, Olshavsky, Richard W, (1996), A Reexamination of the Determinants of Consumer Satisfaction, Journal of Marketing, Vol 60, pp 15-32,

Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Supramono, Haryanto, (2005), Disain Proposal Penelitian dan Studi Pemasaran, Yogyakarta, Andi.

Yesenia, Y., & Siregar, E. H. (2016). Pengaruh Kualitas Layanan dan Produk terhadap Kepuasan serta Loyalitas Pelanggan KFC di Tangerang Selatan. Jurnal Manajemen Dan Organisasi, 5(3), 183.


  • There are currently no refbacks.

Copyright (c) 2021 Fery, Jacquelinda Sandra Sembel

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992


Flag Counter