HUBUNGAN ANTARA KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK DENGAN KEPUASAN PELANGGAN KFC ARION MALL PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

IMAN TRI WIDODO, The Correlation between Product Quality, Service Quality and Brand Image with Customer Satisfaction KFC Arion Mall in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. The purpose of this study was to determine the relationship between product quality, service quality and brand image with customer satisfaction at Arion Mall KFC on students of the Faculty of Economics, State University Jakarta. The research method that the researchers used was a survey method with a correlational approach, the population used was all students of the Faculty of Economics, State University of Jakarta. The sampling technique used was Purposive sampling technique of 151 people. The resulting regression equations are Ŷ = 39.143 + 0.477 X1, Ŷ = 5.304 + 0.819 X2 and Ŷ = 31.541 + 0.604 X3. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 of value of 0.200, X2 of value of 0.200 and X3 of value of 0.200. Because the significance level of the three variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1, Y for X2 and Y for X3 produces significance value in Linearity, which is 0,000