PENGARUH KUALITAS PELAYANAN, HARGA, CITA RASA DAN LOKASI TERHADAP KEPUASAN PELANGGAN FRANCHISE FRIED CHICKEN (LOCAL BRAND) DI SUKABUMI

This study aims to analyze the effect of service quality, price, taste and location on local brand fried chicken franchise customer satisfaction in Sukabumi. The research method uses a quantitative approach with data collection techniques through questionnaires. The research sample consisted of fried chicken franchise customers in Sukabumi who were selected using purposive sampling method. Data analysis was conducted using multiple regression techniques. The results showed that service quality, price, and taste had a significant effect on customer satisfaction. Location was found to have no significant effect on customer satisfaction, with varying influence. The findings provide practical implications for fried chicken franchise managers in improving customer satisfaction by paying attention to these factors and considering location aspects in their marketing strategies.

Keywords: service quality, price, taste, location, customer satisfaction, fried chicken franchise.