Sugiharto, Hendry and La Are, Robert (2018) The Impact Of Food Quality And Price On Millennials Satisfaction In Mcdonald’s South Tangerang. Bachelor thesis, Swiss German University.

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Abstract

According to the comparison of brand value, McDonald’s ranked first among other restaurant internationally. However, McDonald’s Indonesia only place second in terms of top of mind share, market share & commitment share. These 3 parameters would likely affect the possibility of repurchase decision, which is the result of customer satisfaction. Currently, McDonald’s outlets in South Tangerang are having problems in getting a full star rating, which can be assumed that the customer of McDonald’s South Tangerang is not completely satisfied. As it could be seen, most of the customers are complaining about the food quality and price. Therefore, this study will examine the impact of food quality and price towards millennials satisfaction in McDonald’s South Tangerang. This study will bring the readers further to the literature review that have been collected and reviewed. This research has successfully gathered total number of 187 respondents, which is considered as millennials and have consumed at least once the products of McDonald’s South Tangerang. The analysis was done by using Multiple Regression Analysis, using SPSS 25 software. The results have shown that food quality and price positively influence millennials satisfaction in McDonald’s South Tangerang, as for the variables food quality give bigger impacts than price of the food.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Food Dimension; Food Quality; Price; Customer Satisfaction; Millennials
Subjects:	H Social Sciences > HB Economic Theory > HB221 Price H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.332 Young adult consumers
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	30 May 2020 09:45
Last Modified:	30 May 2020 09:45
URI:	http://repository.sgu.ac.id/id/eprint/706

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