Analisis Faktor Marketing Mix serta Service Quality dalam Mempengaruhi Consumer Loyalty melalui Customer Satisfaction Sebagai Variabel Intervening di Era Covid-19 (Studi Kasus pada: PT Fast Food Indonesia – Kentucky Fried Chicken (KFC) Jalan Sei Semayang Medan-Binjai)

Abstract

The objective of the research is to analyze which factors, marketing mix, sen1ice quality. and customer satisfaction, have the most significant effects on consumer loyalty through customer satisfaction during covid-/9 pandemic at KFC Sei Semayang. Medan-Binjai. The research .findings show that the dominant factor of physical appearance aspect is the health protocol per.formed during the pandemic. the dominant factor of reliability aspect is the clean and hygienicfood service. the dominant factor of taste aspect is the \'Gried menu. and the dominant factor of attention aspect is the top of mind. As to KFC product, the price aspect is its affordability. and the responsiveness aspect is that it is served .fast. The most significant fiu:tor affecting consumer loyalty is reliability. The research employs quantitative method obtained from respondents· responses in the questionnaires. The data are analyzed by using Structured Equation Model (SEM) ana vsis and processed by using Sman-PLS 4.0 software program. The samples comprises JOO respondents that have boughtfi'ied chicken at KFC Sei Semayang. The result of the research shows that marketing mix and service quality have positive and sign[frcant effects on customer sati. faclion which has positive correlation and significant effects on customer loyalty. Ir is recommended that the management of KFC Sei Semayang consider certain/actors which can satisfy customers so that they always buy KFC products.