ANALYZING FACTORS AFFECTING CUSTOMER SATISFACTION IN THE MIDST OF THE COVID-19 PANDEMIC (CASE STUDY: KFC BITUNG)

Abstract

The Covid-19 virus has disrupted economic activity such as buying and selling in Indonesia, and even some branded stores, supermarkets and small shops in Indonesia have to close amid the Covid-19 pandemic. However, it is different from these branded stores or supermarkets, in the field of food and beverage, stores that are engaged in food and beverage, such as Kentucky Fried Chicken (KFC), are still holding out their buying and selling activities amid the Covid-19 pandemic. This research aims to analyzing factors affecting customer satisfaction in the midst of the covid-19 pandemic at KFC Bitung city, by using variable Product Quality, Price, Promotion, and Customer Satisfaction. This research using a quantitative method that formed from the respondent responses by a questionnaire and Multiple Linear Regression as the tool of analysis. The samples in this research are 100 respondents who have bought KFC in Bitung city. The findings revealed that product quality, price, and promotion have a positive relationship and there is a significant influence toward customer satisfaction. From the results, it is recommended for KFC in Bitung city to consider certain factors that can make customers satisfaction and keep buying KFC products.