ENTREPRENEURS’ CHALLENGE IN DEVELOPING FAST FOOD RESTAURANT: A CASE OF FK CHICKENIN JAKARTA

Farida Komalasari, Vallent Vallent

Abstract


Increasing number of fast food restaurant encourages entrepreneurs to compose a suitable strategy in developing their business.  Entrepreneurs should know well about the customers satisfaction factors of fast food restaurant and its impact on customers’ purchase intention.  Knowing the influence of dineserve’s variables (food.quality, atmosphere, servicesquality,.convenicence.and.price) on customers’.satisfaction and purchase intention in fast food restaurant is needed.  Therefore, this research’s objectives are to indentify the influence of dineserve on.customer satisfaction and to identify the influence of customers’.satisfaction on purchase intention of FK Chicken products.  A quantitative analysis is carried out through circulating an online questionnaire, which consists of 37 statements.There are 250respondents which are choosen using purposive sampling and snowball sampling from its population.  The population are people who have ever purchase of FK Chicken products in Indonesia.  After checking the validity & reliability, SEM is used for model fit testing, hypothesis testing and R-Square analysis.  The result shows thatthe product quality data is not valid, so it is excluded from the inferential analysis.  The  all four dineserve’s variables positively influence customer satisfaction and also customer satisfaction influences purchase intention.  Therefore, an entrepreneur should focus on the way how to improve customers’s saticfaction by providing an interesting atmosphere, giving better servicesquality, improving the convenicence,.and offering an affordable.price. 

Keywords: Dineserve, Customer Satisfaction, Purchase Intention, Fast Food Restaurant, Indonesia


Full Text:

PDF

References


Aagja, J. P., Mammen, T. & Saraswat, A. (2011). Validating Service Convenience Scale and Profiling Customers: AStudy in the Indian Retail Context. Vikalpa, Vol.36(4), 25-49.

Abdullah, D., Hamir, N., & Krishnaswamy, J. (2018). Food Quality, Service Quality, Price Fairness and Restaurant Re-Patronage Intention: The Mediating Role of Customer Satisfaction. IJARBSS, Vol. 8(7), 211-226.

Ali, F., Amin, M., & Ryu, K. (2015). The Role of Physical Environment, Price Perceptions, and Consumption Emotions in Developing Customer Satisfaction in Chinese Resort Hotels. Journal of Quality Assurance in Hospitality & Tourism, Vol.17(1), 1-27.

Ali, F. (2016). Hotel Website Quality, Perceived Flow, Customer Satisfaction and Purchase Intention. Journal of Hospitality and Tourism Technology, Vol. 7(2), 213–228.

Al-Tit, A. (2015). The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention. Asian Social Science, Vol.11 (23), 129-139.

Annisa, R. N. (2017). Makanan Siap Saji Mendominasi Indonesia. Retrieved from https://www.kompasiana.com/radhitarara24/58cb6e93ec9673610609082c/makanan-siap-saji-mendominasi-indonesia

Anwar, L.A., Suharyono, S., & Bafadhal, A.S. (2018). Pengaruh Dining Service Quality (Dineserve) terhadap Customer Satisfaction dan Revisit Intention (Survei pada Pelanggan D’COST Seafood Restaurant Malang Town Square). Jurnal Administrasi Bisnis, Vol.58 (1), 27-35.

Canny, I.U. (2014). Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International Journal of Innovation, Management and Technology, Vol.5(1), 25-29.

Chang, K., & Chen, M. (2010). The Effect of Service Convenience on Post-purchasing Behaviors. Industrial Management & Data Systems, Vol.110 (9), 1420-1443.

Cronin, J.J., Brady, M.K., hult, G.T.M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, Vol.76 (2), 193-218.

Frontier Consulting Group. (2020). Top Brand Index. Retrieved from https://www.topbrand-award.com/top-brand-index/

Ganita, F. (2019). Pengaruh Service Recovery terhadap Loyalitas Pelanggan dengan Kepuasan sebagai Variabel Mediasi. Jurnal Ilmu Manajemen. Vol.7 (1), 172–179.

Gonzales, M.E.A., Comerana, L.R., & Brea, J.A.F. (2007). Assessing Tourist Behavioral intentions through Perceived Service Quality and Customer Satisfaction. Journal of Business Research, Vol.60 (2), 153-160.

Hadjarati, J.L. (2017). Analisis Faktor-faktor yang Mempengaruhi Pengambilan Keputusan Pembelian Produk McDonald’s (Studi Kasus: Konsumen Mc Donald’s di Kota Bogor). Thesis. Bogor: Institut Pertanian Bogor.

Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. (2014). Multivariate Data Analysis. 7th edition. USA: Pearson.

Ha, J., & Jang, S. S. (2014). Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in an Ethnic Restaurant Segment. International Journal of Hospitality Management, Vol.29 (3), 520–529.

Hanaysha, J. (2017). Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry. Journal of Asian Business Strategy, Vol.6 (2), 31–40.

Han, H., & Hyun, S. S. (2017). Impact of Hotel-Restaurant Image and Quality of Physical-Environment, Service, and Food on Satisfaction and Intention. International Journal of Hospitality Management, Vol.63, 82–92.

Han, H. & Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Lolalty in the Restaurant Industry. Journal of Hospitality and Tourism Research, Vol.33 (4), 487-510.

Hsu, C.L., Chang, K.C., & Chen, M.C. (2012). The Impact of Website Quality on Customer Satisfaction and Purchase Intention: Perceived Playfulness and Perceived Flow as Mediators. Information Systems and E-Business Management, Vol.10 (4), 549–570.

Hussain, R. & Ali, M. (2015). Effect of Store Atmosphere on Customer Purchase Intention. International Joirnal of Marketing Studies. Vol.7 (2), 35-43.

IDNFinancials. (2019). KFC Tetapkan 3 Strategi untuk Kejar Target Penjualan Rp 8 Triliun. Retrieved from https://www.idnfinancials.com/id/news/30974/kfc-sets-strategies-achieve-sales-target

Jalivand, R,M., Samied,N., & Mahdavinia, H,S. (2011). The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry. International Business and Management, Vol.2(2), 149–158.

Karki, D.& Panthi, A. (2018). How Food Quality, Price, Ambiance and Service Quality Effects Customer Satisfaction : A Study on Nepalese Restaurants in Finland. Thesis. Finland: Haaga-Helia University of Applied Sciences.

Kaura, V., Prasad, C.S.D., & Sharma, S. (2015). Service Quality, Service Convenience, Price and Fairness, Customer Loyalty, and Mediating Role of Customer Satisfaction. International Journal of Bank Marketing. Vol.33 (4), 404-422.

Kline, R. B. (2011). Methodology in the Social Sciences.Principles and Practice of Structural Equation Modeling (3rd ed.). New York: Guilford Press.

Liu, C.H; Chou, S.F; Gan, B., Tu.J.H. (2015). How QualityDetermines Customer Satisfaction: Evidence from the Mystery Shoppers’ Evaluation. The TQM Journal, Vol.27 (5), 576-590.

Liu, P., & Tse, E.C.Y. (2018). Exploring Factors on Customers’ Restaurant Choice: An Analysis of Restaurant Attributes. British Food Journal, Vol.120(10), 2289–2303.

Nguyen, Q., Nisar, T.M., Knox,D., & Prabhakar, G.P. (2018). Understanding Customer Satisfaction in the UK Quick Service Restaurant Industry: The Influence of the Tangible Attributes of Perceived Service Quality. British Food Journal, Vol.120(6), 1207–1222.

Muthahhari, H. (2019). Fastfood Indonesia (FAST) Telah Buka 25 Gerai Baru sampai Akhir 2019. Retreived from https://industri.kontan.co.id/news/fastfood-indonesia-fast-telah-buka-25-gerai-baru-sampai-akhir-mei-2019

Pham, Q.T., Tran , X.,Misra, S., Maskellunas, R, Damaseviclus, R. (2018). Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam. Sustainability, Vol.10 (1), 156-169.

Phan, T.A., & Mai, P.H. (2016). Determinants Impacting Consumers’ Purchase Intention: The Case of Fast Food in Vietnam. International Journal of Marketing Studies, Vol.8(5), 56-68.

Sari, L. N. (2017). 4 Alasan Junk Food Jadi Pilihan Utama, Nomor 4 Paling Enak. Retreived from https://www.idntimes.com/food/dining-guide/lely-nurvita-sari/4-alasan-memilih-junk-food-c1c2/1

Shah, S.S., Aziz, J., Jaffari, A.R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S.K. (2012). The Impact of Brands on Customer Purchase Intentions. Asian Journal of Business Management, Vol.4(2), 105–110.

Shahzadi, M., Malik, S.A., Ahmad, M., Shabbir, A. (2018). Perceptions of Fine Dining Restaurants in Pakistan: What Influences Customer Satisfaction and Behavioral Intentions. International Journal of Quality & Reliability Management, Vol.35(3), 635-655.

Statisticssolution. (2020). Descriptive Statistics and Interpreting Statistics. Retrieved from statisticssolutions.com

Sumaedi, S., & Yarmen, M. (2015). Measuring Perceived Service Quality of Fast Food Restaurant in Islamic Country: A Conceptual Framework. Procedia Food Science, Vol.3, 119–131.

Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research: A Administration and Management, Vol.15 (2), 9-13.


Refbacks

  • There are currently no refbacks.