Analysis Of The Influence Of Product Quality And Service On Consumer Satisfaction With Importance Perfomance Analysis Method (Case Study At Gogo Fried Chiken, Denpasar

Abstract

Fast food is food that is provided fast and practical. This is supported by the development of an  increasingly modern era which causes changes in people's lifestyle to be quite significant. so that the  percentage of expenditure on ready-to-eat meals is higher than the percentage of raw materials. This  study aims to measure the level of importance and performance of product and service quality on  customer satisfaction. From the results of the attribute assessment of the level of importance and  performance of consumer satisfaction, it will be known that the product and service attributes are still  unable to provide satisfaction to consumers and provide improvement solutions. This research was  conducted at Gogo Fried Chicken, which is one of the actors in the fast-food culinary business that can  maintain service quality towards customer satisfaction so that customer interest does not decrease. The  sample used was 94 respondents using purposive sampling method. Data obtained by distributing  questionnaires to respondents directly. This research uses the Importance Performance Analysis  method. The results showed that the attribute that had the highest level of customer satisfaction for  product quality was the use of social media with an average score 122.49% and the lowest level of  satisfaction was the beverage menu variant with an average score 66.51%. Meanwhile, the highest level  of customer satisfaction with service quality is employee understanding of the willingness / desires of  consumers with an average score 128.48%, and the lowest level of satisfaction is the availability of  parking wifi 61.03%. For product quality performance, the variable with the highest score was the taste  of food and the lowest score was the drink menu variant. For the sake of product quality, the most  important variables are menu variants and food taste. The variable that needs to be prioritized for  improvement is the availability of parking space, where the lack of parking space can lead to wasted  time and energy for consumers looking for parking lots to park their vehicles, thereby reducing  consumer interest.