Bauran Pemasaran 7P Pada Restoran Cepat Saji KFC dan McD dalam Konteks Kepuasan Pelanggan
Abstract
Restoran cepat saji merupakan salah satu bisnis kuliner yang memiliki pasar cukup besar dan cakupan yang luas. Semakin besar pasar maka akan semakin ketat juga persaingannya. Untuk menghadapi persaingan tersebut, maka dilakukan bauran pemasaran sebagai alat pendorong tingkat kepuasan pelanggan. Saat ini terdapat 2 restoran cepat saji sejenis yang mempunyai nama dan pasar cukup besar, yaitu KFC dan McD. Artikel ini bertujuan untuk melakukan analisis bauran pemasaran dengan metode 7P pada dua restoran cepat saji KFC dan McD. Masalah difokuskan pada dampak kepuasan pelanggan terhadap meningkatnya permintaan dan laba bagi bisnis. Data-data dikumpulkan dengan metode kuantitatif melalui penyebaran kuesioner dalam bentuk skala likert. Kajian ini menyimpulkan bahwa pada objek KFC, variabel fisik, tempat, promosi, dan orang tidak memiliki hubungan terhadap kepuasan pelanggan dan pada McD variabel proses yang tidak memiliki hubungan terhadap kepuasan pelanggan.
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DOI: https://doi.org/10.31289/jbi.v3i1.4112
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