PENGARUH HARGA, KUALITAS, NILAI YANG DIRASAKAN, DAN PELAYANAN TERHADAP LOYALITAS MEREK PADA KONSUMEN KFC DI SURABAYA

With the increae of science and technology, also condition of economy that become better make a difference pattern of society’s consumption. Difference pattern of society’s consumption effected to many ways, for example in the food consumption. The change in the food consumption in society can effect to the increase of food’s demand, which is have quality, cheap price, and practical. And the propulsion availability of fast food in society has become a necessity. The growth from fast food franchise mold in all big city in Indonesia. Even so there are many customers who complain about the quality, the service, the price, or the value by the fast food restaurant. Beside, quality and service is an important factor for long-term relationships with customers, and establishes a brand loyalty from the services and product that have been sold. On the other side, cheap price and a good value of the product will also build brand loyalty. This study examined the effect of price, quality, value, and service to brand loyalty towards KFC’s consumer in Surabaya. Using 100 customers KFC as respondent and using equipment linier regression test with program SPSS 17.00 for windows. The results of this study indicate that there is a significant positive connection between price, value, and services to brand loyalty, as well as with both of four variable (price, quality, value, and services) to brand loyalty. This study also concluse that there is no significant connection between services and brand loyalty. Keyword: price, quality, value, service, brand loyalt