UNDERSTAND
OF CUSTOMER SATISFACTION AND PURCHASING BEHAVIOR: A STUDY AT MCDONALD IN BANDUNG
Vincentius Leonardo Kweeswara, Hadi Kusumah
Master of Computer Student, STMIK LIKMI, Indonesia Master
of Computer Student,
STMIK LIKMI, Indonesia
Email: [email protected]
ARTICLE INFO ABSTRACT
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Date received : 01
August 2020
Revision date
: 25 August 2020
Date received : 10 September 2020
Keywords:
Customer Satisfaction
Customer Behaviour Customer
Perception Franchise
Purchaising
Behaviour
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This research was created for understand customer purchasing behavior and customer satisfaction in McDonald. This research was focus in Bandung,
West Java, Indonesia. Base on
history of McDonald, Fast food outlets have started to develop in the 19th century. In the 20th century, fast food restaurant business began to spread to Europe, Africa,
Australia and Asia such as Indonesia through franchising or franchise concept. However local
business can make competitive
market with McDonald. This research will help McDonald to evaluate they performance in market. With this research McDonald can know which area they need to improve
and suggestion for McDonald to increase their
sales. With this research McDonald can know which are make customer satisfaction and which
area make customer dissatisfaction.
This research takes six major factors that
have impact with customer satisfaction. Those factors are price, quality, promotion, sales
personnel or staff, display, and
location. This research will use survey method to gain some information from customer. After collect some data
and information. This research will use SPSS to process the data to know which hypotheses is
accepted and rejected. Method using
by this research in SPSS is ANOVA. ANOVA will
give a significant point for every question to know the result can accept or reject. Result of
this paper base on sic major factor are important.
For the crucial factor are The most factor, which have biggest impact, are quality and
promotion. Quality and promotion have the lower
significant. All value
in quality and promotion
factor was accepted. It mean quality and promotion are the most influencing factors.
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INTRODUCTION
Fast-food
restaurant business is one of the few companies
that require maximum services and high professionalism. Increasing competition among firms like today, inevitably makes the company's
management should be more careful in determining
its strategy
to compete with its competitors. Competition coming not only from abroad, but there are fast food outlets within the country.
The purpose of all this is none
other than to win the competition with the existing competitors. From a marketing
perspective on the competitive situation
is so, then in order to come out as winners, the management
company is expected to design and implement a marketing strategy that is able to create, maintain and improve
consumer satisfaction.
In addition
to the taste and quality
of food, quality of service and good performance is
also very supportive of customer satisfaction. Customer satisfaction can influence customer
behavior especially customer
loyalty manifested itself in a desire and intention to repurchase recommend. Efforts to retain loyal customers is a challenge for employers, customers now more critical in
choosing foods according to the
price, this is not easy given the many changes can occur at any time in
the customer themselves.
Quality of service provides a special
incentive for customers to establish mutually
beneficial relationship ties in the long term with the company. This kind of emotional bond
allows the company to understand carefully
the specific expectations and needs of customers. Intense
competition encourages manufacturers to produce products or services that have high competitiveness in an
attempt to win the market.
This research
held in 2016 when franchise
business was popular
as a busniss. In that time Mcdonal was one of the huge business in
fast food industry doing francise and
become inspiration to competitor.
Research Question
1. To understand
customer perception toward price of product
in McDonald.
2. To understand customer perception toward
quality of product in McDonald.
3. To understand customer perception toward
promotion given by McDonald.
4.
To
understand customer perception toward staff in McDonald
in Bandung.
5. To understand customer perception toward
display overall of McDonald.
6. To understand customer perception toward
location of McDonald.
Objectives of the
Research
As identified earlier, the progress of McDonald is
quickly accumulative and the opposition between other fast foods becomes higher level as well. Fast food is American
trend which popular
in Asia. Especially is Indonesia, which have the fourth bigger population in the world. That is why McDonald
should thinking more creativity and innovation to be successful and growing the business, supervisor or the commercial owner (franchisee)
must pay extra care and focus hooked on
the competitive advantages. It is have several
methods to make a competitive advantage, and taking a good respect considerate about the consumers
is measured as the way to make customer
value, which determination advantage the store. One of the greatest vital segments of
determining
a industry is to understand what issues those have impact to customer in the way of creating a purchase choice. By the
considerate of customer behavior
and acquaintance about what can effect them in creating a purchase
choice, the industry can survive,
growing, innovation and make an effective strategy.
By this
finding, this research can help the owner (franchisee) or supervisor to apply the greatest suitable
strategy and planning,
which can make company competitive advantage. Thus, this research have include 2 point purposes, it is:
1. To classify
and quantify customer
perception on fast food product
and service at McDonald.
2. To
assess the influence of fast food products regarding customer satisfaction at McDonald.
METODE
Fact is that
today, there are a variety of brands and
fast food company in Bandung, which will affect the higher competition among fast-food company. Therefore, each market must have a competitive advantage to survive and stay profitable consistency. The purpose
of this research is to know
what factors make the customer comfortable. By
using the approach of consumer behavior, this
research concerns the understanding of the influence
of fast food marketing on consumer purchasing behavior, customer satisfaction. Consumers have an important role in the ongoing effort.
This research may be useful for the McDonald
or any party who want to make business in
the fast food sector. Based on the fact that there are some fast food company chose Bandung as a place to make business. Unlike some local competitors
are able to beat McDonald's in the fast food sector.
Research Method
In this methodology, the questionnaire is used as part of a survey-based method. Base
on Cooper (2014) the questionnaire
contains of adding to the questions in the order printed or typed ambiguous on the form or set of methods.
Go quantitative comes within range applied and used based
survey, this study uses the most
important data as a source. Primary data is getting
to collect numerical
data from respondents using questionnaires as a medium. This resulted in the primary data
to test the hypothesis. What is more, there are several methods
for collecting data via survey-based methodologies such as Internet surveys, telephone surveys, and a private survey. This was
conveyed to the potential and is
responsible for answering and returning
back the questionnaire. Base on ho (2014) this
study uses SPSS to check the answers
from this survey that target samples do. Not only that, this research also can control the target sample so that answers from the survey could not sample any.
Research Model
Based on the conceptual structure and the research
objectives, several hypotheses have been developed by the
researcher as follows:
H1: Price has a positive and important to influence on the
customer satisfaction.
H2: Quality has a positive and important to influence on the
customer satisfaction.
H3: Promotion has a positive
and important to influence on the
customer satisfaction.
H4: Staff have a positive and important to influence on the
customer satisfaction.
H5: Display has a positive and important to influence
on the customer satisfaction.
H6: Location has a positive
and important to influence on the
customer satisfaction.
RESULTS AND DISCUSSION
Factor 1: Price Sub Hypothesis 1a
Ha: McDonald
has a cheaper package price than
other competitor affect customer satisfaction in McDonald
Ho: McDonald
has a cheaper package price than other competitor does not affect customer satisfaction in McDonald.
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to price base on age before making decision a purchase on a McDonald. In this test, looking up in price is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis
is accepted. It means price is
affecting customer satisfaction base on different age or generation.
Sub Hypotheses 1b
Hb: McDonald display the price
clearly affects customer satisfaction in McDonald
Ho: McDonald display the price clearly affects does not affect
customer satisfaction in McDonald.
This table is the analysis
of variance (ANOVA)
test among the variable rate of purchase
product at McDonald
in Bandung and regarding to price base on age
before making decision
a purchase on a McDonald. In this test, looking up in price is the independent variable,
this test looking
up rate of purchase as a dependent variable. The result
are being demonstrated:
p-value = 0.059 > α = 0.05 From this figure,
the alpha value α is smaller
than the p value. When alpha value
is smaller than p- value,
the result shows
the test was rejected. The
result shows hypothesis is rejected. It means price
is affecting customer satisfaction base on different age or generation.
Sub Hypotheses 1c
Hc: McDonald has a offered at affordable price affect
customer satisfaction in McDonald
Ho: McDonald has a offered at affordable price does not affect
customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to price base on age before making decision a purchase on a McDonald.
In this test, looking up in price
is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis
is accepted. It means price is
affecting customer satisfaction base on different age or generation.
Sub Hypotheses 1d
Hd: The quality of the foods offered is worth the price affect customer satisfaction
in McDonald
Ho: The
quality of the foods offered is worth the price does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to price base on age before making decision a purchase on a McDonald.
In this test, looking up in price
is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis
is accepted. It means price is
affecting customer satisfaction base on different age or generation.
Sub Hypotheses 1e
He:
McDonald offers different price depending on
their time ordered
affect customer satisfaction in McDonald
Ho: McDonald offers different price depending on their time ordered
does not affect customer satisfaction in McDonald
This table is the analysis of variance (ANOVA) test among the variable
rate of purchase product at McDonald
in Bandung and regarding to price base on age before
making decision a purchase on a McDonald.
In this test, looking up in price is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value
α is bigger
than the p value. When alpha value is bigger than
p- value, the result shows the test
was accepted. The result shows hypothesis is accepted. It means price is affecting customer satisfaction base on
different age or generation.
Sub Hypotheses 1f
Hf: McDonald
provides a Varity of price according
to the size of the package affect customer
satisfaction in McDonald
Ho: McDonald
provides a Varity of price according
to the size of the package does not affect customer
satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to price base on age before making decision a purchase on a McDonald.
In this test, looking up in price
is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.190 > α =
0.05
From this
figure, the alpha value α is smaller than the p value. When alpha value is smaller
than p-value, the result shows the
test was rejected. The result shows hypothesis is rejected. It means price
is affecting customer satisfaction base on different age or generation.
Factor 2:
Quality Sub Hypothesis 2a
Ha: McDonald use fresh ingredient affect customer
satisfaction in McDonald
Ho: McDonald use fresh ingredient does not affect
customer satisfaction in McDonald.
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to quality base on age before making decision a purchase on a McDonald. In this test, looking up in
quality is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means quality
is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 2b
Hb: McDonald always have a constant taste affects customer
satisfaction in McDonald
Ho: McDonald
always have a constant taste affects does not affect customer satisfaction in McDonald.
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to quality base on age before making decision
a purchase on a
McDonald.
In this test, looking up in quality is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.014 < α =
0.05
From this figure, the alpha value
α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means quality
is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 2c
Hc: McDonald use high ingredient affect customer
satisfaction in McDonald
Ho: McDonald use high ingredient does not affect
customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to quality base on age before making decision a purchase on a McDonald. In this test, looking up in
quality is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means quality
is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 2d
Hd: McDonald always keep kitchen clean affect customer satisfaction in McDonald
Ho: McDonald always keep kitchen clean does not affect customer
satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to quality base on age before making decision a purchase on a McDonald. In this test, looking up in
quality is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.002 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha
value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means quality
is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 2e
He: McDonald always serve the foods freshly affect customer satisfaction in McDonald
Ho: McDonald always serve the foods freshly does not affect
customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to quality base on age before making decision
a purchase on a
McDonald.
In this test, looking up in quality is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means quality
is affecting customer
satisfaction base on different age or
generation.
Factor 3: Promotion
Sub Hypothesis 3a
Ha: I purchased McDonald
because of the promotion offered
by banks affect customer satisfaction in McDonald
Ho: I purchased McDonald
because of the promotion offered
by banks does not affect customer
satisfaction in McDonald.
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to promotion base on age before making decision a purchase on a
McDonald. In this test, looking up in promotion is the independent variable, this test looking up rate of purchase as a dependent variable. The
result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means promotion is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 3b
Hb: I purchased McDonald
foods because it provides gifts for children
affects customer satisfaction in McDonald
Ho: I purchased McDonald
foods because it provides
gifts for a child does not affect customer satisfaction
in McDonald.
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to promotion base on age before making decision a purchase on a
McDonald. In this test, looking up in promotion is the independent variable, this test looking up rate of purchase as a dependent variable. The
result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means promotion is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 3c
Hc: I purchased
McDonald foods because of the promotion using e-card (T-cash)
affect customer satisfaction in McDonald
Ho: I purchased McDonald
a food because of the
promotion using e-card (T-cash) does not affect customer satisfaction in McDonald
This table is the
analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to promotion base on age before making decision a purchase on a
McDonald. In this test, looking up in promotion is the independent variable, this test looking up rate of purchase as a dependent variable. The
result are being demonstrated: p-value = 0.002 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means promotion is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 3d
Hd: McDonald
have happy hour promotion affect
customer satisfaction in McDonald
Ho: McDonald have
happy hour promotion does not affect
customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to promotion base on age before making decision a purchase on a
McDonald. In this test, looking up in promotion is the independent variable, this test looking up rate of purchase as a dependent variable. The
result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha
value is bigger than p- value, the
result shows the test was accepted. The result shows hypothesis is accepted. It means promotion is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 3e
He: I purchased product
in McDonald because
of free drive thru service affect customer satisfaction in McDonald
Ho: I purchased product
in McDonald because
of free drive thru service does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung and regarding to promotion base on age before making decision a purchase on a
McDonald. In this test, looking up in promotion is the independent variable, this test looking up rate of purchase as a dependent variable. The
result are being demonstrated: p-value = 0.015 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means promotion is affecting customer
satisfaction base on different age or
generation.
Factor 4: Staff
Sub Hypothesis 4a
Ha: McDonald’s staff offers and explains promotions happening clearly affect customer satisfaction in McDonald
Ho: McDonald’s staff offers and explains a promotion happening
clearly does not affect customer satisfaction in McDonald.
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to staff base on age before
making decision a purchase on a McDonald. In this test, looking up in staff is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.010 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means staff
is affecting customer satisfaction base on different age or generation.
Sub Hypotheses 4b
Hb: Sales personnel of McDonald is really helpful
during the purchasing process affects customer satisfaction in McDonald
Ho: Sales personnel of McDonald is really helpful during the purchasing process
affects does not affect
customer satisfaction in McDonald.
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to staff base
on age before making decision a purchase on a McDonald. In this test, looking
up in staff is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.016 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha
value is bigger than p- value, the
result shows the test was accepted. The result shows hypothesis is accepted. It means staff
is affecting customer satisfaction base on different age or generation.
Sub Hypotheses 4c
Hc: If I have
some questions about product in McDonald, sales personnel can explain my questions clearly
affect customer satisfaction in McDonald
Ho: If I have
some questions about product in McDonald, sales personnel can explain my questions clearly
does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to staff base
on age before making decision a purchase on a McDonald. In this test, looking
up in staff is the independent variable, this test looking
up rate of
purchase
as a dependent variable. The result are being demonstrated: p-value = 0.007 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means staff
is affecting customer satisfaction base on different age or generation.
Sub Hypotheses 4d
Hd: Sales
personnel in McDonald is respectful and friendly
affect customer satisfaction in McDonald
Ho: Sales
personnel in McDonald is respectful and
friendly does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to staff base on age before
making decision a purchase on a McDonald. In this test, looking up in staff is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.008
< α = 0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means staff is
affecting customer satisfaction base on different age or generation.
Sub Hypotheses 4e
He: McDonald’s staff provides fast service in response to consumer demands
affect customer satisfaction in McDonald
Ho: McDonald’s staff provides fast service in response to consumer demands
does not affect customer
satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to staff base
on age before making decision a purchase on a McDonald. In this test, looking
up in staff is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.220 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means staff
is affecting customer satisfaction base on different age or generation.
Sub Hypotheses 4e
He: McDonald’s staff is always willing to respond to consumer complaints affect customer satisfaction in McDonald
Ho: McDonald’s staff is always willing to respond to consumer complaints does not affect customer
satisfaction in McDonald
This table is the
analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to staff base on age before
making decision a purchase on a McDonald. In this test, looking up in staff is the independent variable,
this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.005 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means staff
is affecting customer satisfaction base on different age or generation.
Factor 5:
Display Sub Hypotheses 5a
Ha: McDonald
provides enough table and chair for dining in affect customer satisfaction in McDonald
Ho: McDonald
provides enough table and chair for
dining in does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to display base on age before making decision a purchase on a
McDonald. In this test, looking up in display is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.229 > α =
0.05
From this
figure, the alpha value α is smaller than the p value. When alpha value is
smaller than p-value, the result
shows the test was rejected. The result shows hypothesis is rejected. It means display is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 5b
Hb: McDonald keep
the cleanliness of the store affect customer
satisfaction in McDonald
Ho: McDonald
keep the cleanliness of the store does not affect customer
satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to display base on age before making decision a purchase on a
McDonald. In this test, looking up in display is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.127 > α =
0.05
From this figure,
the alpha value α is smaller than the p value. When alpha value is
smaller than p-value, the result
shows the test was rejected. The result shows hypothesis is rejected. It means display is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 5c
Hc: Products are
neatly displayed in the shelves affect customer
satisfaction in McDonald
Ho: Products are neatly displayed in the shelves does
not affect customer
satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to display base on age before making decision a purchase on a
McDonald. In this test, looking up in display is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.001 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means display is affecting customer satisfaction
base on different age or
generation.
Sub Hypotheses 5d
Hd: McDonald provides children facilities affect customer satisfaction in McDonald
Ho: McDonald provides a children facility does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to display base on age before making decision a purchase on a McDonald. In this test, looking up in display is the independent variable, this test looking up rate of purchase
as a dependent variable. The result are being demonstrated: p-value = 0.064 > α =
0.05
From this
figure, the alpha value α is smaller than the p value. When alpha value is
smaller than p-value, the result
shows the test was rejected. The result shows hypothesis is rejected. It means display is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 5e
He: McDonald have an interesting exterior design
affect customer satisfaction in McDonald
Ho: McDonald
have an interesting exterior design does not affect customer
satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to display base on age before making decision a purchase on a
McDonald. In this test, looking up in display is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.001 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means display is affecting customer satisfaction
base on different age or
generation.
Sub Hypotheses 5f
Hf: McDonald have a unique interior affect customer
satisfaction in McDonald
Ho:
McDonald have a unique interior does not affect customer
satisfaction in McDonald
This table is the
analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to display base on age before making decision a purchase on a
McDonald. In this test, looking up in display is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.000 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means display is affecting customer satisfaction
base on different age or generation.
Factor 6:
Location Sub Hypotheses 6a
Ha: McDonald is located in a strategic location affect
customer satisfaction in McDonald
Ho: McDonald is located in a strategic location does not affect
customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to location base on age before making decision a purchase on a
McDonald. In this test, looking up in location is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.834 > α =
0.05
From this
figure, the alpha value α is smaller than the p value. When alpha value is
smaller than p-value, the result
shows the test was rejected. The result shows hypothesis is rejected. It means loccation is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 6b
Hb: McDonald
Public transportation can easily access McDonald
affect customer satisfaction in McDonald
Ho: Public transportation can easily access McDonald
does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to location base on age before making decision a purchase on a
McDonald. In this test, looking up in location is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.247 > α =
0.05
From this
figure, the alpha value α is smaller than the p value. When alpha value is
smaller than p-value, the result
shows the test was rejected. The result shows hypothesis is rejected. It means
location is affecting
customer satisfaction base on different age or generation.
Sub Hypotheses 6c
Hc: McDonald is located in an easily accessible location
affect customer satisfaction in McDonald
Ho: McDonald
is located in an easily accessible location does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to location base on age before making decision a purchase on a
McDonald. In this test, looking up in location is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.034 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means location is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 6d
Hd: McDonald
is located near the neighborhoods affect customer satisfaction in McDonald
Ho: McDonald
is located near the neighborhoods does not affect customer
satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to location base on age before making decision a purchase on a
McDonald. In this test, looking up in location is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.031 < α =
0.05
From this figure, the alpha value α is bigger
than the p value. When alpha value is bigger than p- value, the result shows the test was
accepted. The result shows hypothesis is accepted. It means location is affecting customer
satisfaction base on different age or
generation.
Sub Hypotheses 6e
He: McDonald
has a clear indication of the location
affect customer satisfaction in McDonald
Ho: McDonald
has a clear indication of the location
does not affect customer satisfaction in McDonald
This table is
the analysis of variance (ANOVA) test
among the variable rate of purchase product at
McDonald in Bandung
and regarding to location base on age before making decision a purchase on a
McDonald. In this test, looking up in location is the independent variable, this test looking
up rate of purchase as a
dependent variable. The result are being demonstrated: p-value = 0.194 > α =
0.05
From this figure,
the alpha value α is smaller than the p value. When alpha value is
smaller than p-value, the result
shows the test was rejected. The result shows hypothesis is rejected. It means location is affecting customer
satisfaction base on different age or
generation.
Summary of Hypotheses
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Hypotheses Path
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Hypotheses Result
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H1: Price
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The Hypothesis is
accepted
|
|
H2: Quality
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The Hypothesis is
accepted
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H3: Promotion
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The Hypothesis is
accepted
|
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H4: Staff
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The Hypothesis is
accepted
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H5: Display
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The Hypothesis is
accepted
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H6: Location
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The Hypothesis is
rejected
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CONCLUSION
Price is very
Affecting in Customer Satisfaction. it
is because price is a crucial factor in running the business. in this research price have 6 variables. from 6 variable 2 was rejected and 4 was
accepted. two variable was rejected
is about the “Mcdonald display the
price clearly”. base on this research what Mcdonald do is not really satisfy
with price in Mcdonald. the problem
is Mcdonald not put the fix price of
the product. Mcdonald put price without tax and
service. it make customer not satisfy.
Quality and promotion in mcdonald has 5 variable
questions. Base on this research
all question was accepted. It means customer
satisfaction with quality of mcdonald. Mcdonald can control quality and taste of they food.
How make a constant taste is already
apply by mcdonald. For the promotion
mcdonald is doing well to make customer will
to buy mcdonald. Promotion using partnership
with other company like bank or other company is the best way using by mcdonald.
Staff is
important element in business. Base on this
research that has 6 variable questions about
mcdonald staff. This research got analysis 5 variables
was accepted and 1 variable was rejected. The
one, which rejected is about faster response by staff in response to customer demands. Quality of sales personnel and skill they have become a problem.
How they response
customer request faster is
still haven’t done by mcdonald. This affect is customer satisfaction with mcdonald.
In display this
research have 6 variables. Base on
this research, 3 variables were rejected and 3
variables were accepted. 3 variable was rejected are about enough table and chair dining,
cleanliness of the store, and children facilities. This 3 factor
affected the customer satisfaction. Bandung habit is not like us habit or europe habit. Self-service in indonesia
is not until cleaning the table. It is need a
staff to clean the table after finish dining food. The slow response in staff personnel will
affect display of the store.
This will decrease
customer satisfaction.
Location is
only one factor was rejected by this research. With the advance
technology now customer can get they mcdonald in
anywhere. With delivery service
mcdonald location is not really important element
know. Know customer
can booking using web site,
call center, and application in they android or apple device.
It more make customer satisfaction
increase.
The most
factor, which have biggest impact, are quality
and promotion. Quality and promotion have the lower significant. All value in quality and promotion
factor was accepted. It mean quality and promotion are the
most influencing factors.
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Ho, R. (2014).
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Mulyosari
(2016) Faktor yang Mempengaruhi Penentuan Lokasi Gerai Makanan Cepat Saji Studi Kasus McDonald's Mulyosari Surabaya. [Online] Available at:
https://www.scribd.com/doc/251367886/Fakto r-yang-Mempengaruhi-Penentuan-Lokasi- Gerai-Makanan-Cepat-Saji-Studi-Kasus- McDonald-s-Mulyosari-Surabaya.
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Copyright
holder:
Vincentius Leonardo Kweeswara, Hadi Kusumah (2020)
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First
publication right :
Journal
of Social Science
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This
article is licensed under:
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