Analisis Pengaruh Kualitas Layanan, Kepuasan Pelanggan Dan Citra Merek Terhadap Loyalitas Pelanggan Di KFC Solo Square (Studi Pada Mahasiswa Universitas Muhammadiyah Surakarta)

This study aims to analyze service quality, customer satisfaction, dan brand image of customer loyalty at KFC Solo Square (study at Surakarta Muhammadiyah University students). The sample in this study amounted to 75 respondents of Surakarta Muhammadiyah University student using questionnaires for data collection. Sampling technique using purposive sampling method. Data analysis techniques use multiple linear regression analysis. The results of this study indicate that: service quality, customer satisfaction, and brand image have an influence on customer loyalty in KFC Solo Square. The result of this study indicate that (1) there is a significant effect of service quality on customer loyalty (tcount=2,776>ttable=1,994 at the (0,05) significance level ) ; there is a significant effect of customer satisfaction on customer loyalty (tcount=6,069>ttable=1,994 at the (0,05) significance level) ; (3) there is a significant effect of brand image on customer loyalty (tcount=3,994>ttable=1,994 at the (0,05) significance level