Marvellio, Braven (2024) PENGARUH TASTE, PRICE FAIRNESS, SERVICE QUALITY TERHADAP REPURCHASE INTENTION KONSUMEN KFC DI JAKARTA (KASUS: KFC CABANG MALL CIPUTRA). Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) BRAVEN MARVELLIO 115210330
(B) THE INFLUENCE OF TASTE, PRICE FAIRNESS, AND SERVICE
QUALITY ON CONSUMERS REPURCHASE INTENTION AT KFC IN
JAKARTA (CASE STUDY: KFC MALL CIPUTRA BRANCH)
(C) XVIII + 88 Pages, 2025, 23 Tables, 11 Pictures, 6 Attachments
(D) MARKETING
(E) Abstract: this research was conducted to determine the effect of taste, price
fairness, and service quality on consumer repurchase intention at KFC
Ciputra Mall branch, Jakarta. The background of this research is the
decline in KFC’s performance and the many negative reviews from
consumers regarding the taste of food and services provided. The research
method used is quantitative method with PLS-SEM method through
SmartPLS 4 application. The sample in this study amounted to 150
respondents who had made purchases at KFC Ciputra Mall, with purposive
sampling technique. The results showed that taste, price fairness, and
service quality have a positive and significant influence on repurchase
intention. This research is expected to be taken in consideration for KFC
management in increasing customer repurchase through improving taste,
price, and service.
(F) Key Words: Taste, Price Fairness, Service Quality, Repurchase Intention
(G) References: 45 (1991-2025)
(H) Dr. Tommy Setiawan Ruslim, S.E., M.M

(A) BRAVEN MARVELLIO 115210330
(B) THE INFLUENCE OF TASTE, PRICE FAIRNESS, AND SERVICE
QUALITY ON CONSUMERS REPURCHASE INTENTION AT KFC IN
JAKARTA (CASE STUDY: KFC MALL CIPUTRA BRANCH)
(C) XVIII + 88 Pages, 2025, 23 Tables, 11 Pictures, 6 Attachments
(D) MARKETING
(E) Abstract: this research was conducted to determine the effect of taste, price
fairness, and service quality on consumer repurchase intention at KFC
Ciputra Mall branch, Jakarta. The background of this research is the
decline in KFC’s performance and the many negative reviews from
consumers regarding the taste of food and services provided. The research
method used is quantitative method with PLS-SEM method through
SmartPLS 4 application. The sample in this study amounted to 150
respondents who had made purchases at KFC Ciputra Mall, with purposive
sampling technique. The results showed that taste, price fairness, and
service quality have a positive and significant influence on repurchase
intention. This research is expected to be taken in consideration for KFC
management in increasing customer repurchase through improving taste,
price, and service.
(F) Key Words: Taste, Price Fairness, Service Quality, Repurchase Intention
(G) References: 45 (1991-2025)
(H) Dr. Tommy Setiawan Ruslim, S.E., M.M

(A) BRAVEN MARVELLIO 115210330
(B) PENGARUH TASTE, PRICE FAIRNESS, SERVICE QUALITY
TERHADAP REPURCHASE INTENTION KONSUMEN KFC DI
JAKARTA (KASUS: KFC CABANG MALL CIPUTRA)
(C) XVIII + 88 Lembar, 2025, 23 Tabel, 11 Gambar, 6 Lampiran
(D) PEMASARAN
(E) Abstrak: peneltian ini dilakukan untuk mengetahui pengaruh taste, price
fairness, dan service quality terhadap repurchase intention konsumen di
KFC cabang Mall Ciputra, Jakarta. Latar belakang dari penelitian ini adalah
adanya penurunan kinerja KFC serta banyaknya ulasan negatif dari
konsumen terkait, rasa makanan dan pelayanan yang diberikan. Metode
penelitian yang digunakan adalah metode kuantitatif dengan metode PLSSEM
melalui
aplikasi
SmartPLS
4.
Sampel
dalam

penelitian ini berjumlah
150 responden yang pernah melakukan pembelian di KFC Mall Ciputra,
dengan teknik pengambilan sampel purposive sampling. Hasil penelitian
menunjukkan bahwa taste, price fairness, dan service quality memiliki
pengaruh positif dan signifikan terhadap repurchase intention. Penelitian ini
diharapkan dapat menjadi bahan pertimbangan bagi pihak manajemen KFC
dalam meningkatkan pembelian ulang pelanggan melalui perbaikan rasa,
harga, dan pelayanan.
(F) Kata Kunci: Taste, Price Fairness, Service Quality, Repurchase Intention
(G) Daftar Acuan: 45 (1991-2025)
(H) Dr. Tommy Setiawan Ruslim, S.E., M.M

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 24 Sep 2025 02:29
Last Modified: 24 Sep 2025 02:29
URI: https://repository.untar.ac.id/id/eprint/48026

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