PENGARUH LINGKUNGAN FISIK DAN NILAI YANG DIRASAKAN TERHADAP KEPUASAN PELANGGAN KFC ARION MALL PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

DIANA DAMAYANTI, The Effect of Physical Environment and Perceived Value towards Student’s Customer Satisfaction of KFC’s Arion Mall in the Universitas Negeri Jakarta The purpose of this study is to determine the correlation physical environment and perceived value with customer satisfaction of KFC Arion Mall in the Universitas Negeri Jakarta. This research was conducted at the Universitas Negeri Jakarta, for 6 months starting from January to June 2020. The research method used is survey method with the correlation approach, population used are all student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 150 people. The resulting regression equation is Ŷ = 33,887 + 0,267 X1 + 0,345 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, and X2 equal to 0,096. Because the significance level is > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Testing linearity of regression Y on X1, and Y on X2 yields a significance value on Linearity, that is 0,000 < 0.05, so it is concluded that it has a linear relationship. Then performed the test significance correlation coefficient using t test and the resulting Y on X1 thitung = 5,813 and ttable = 1.65536, and Y on X2 thitung = 5,589 and ttable = 1.65536. The value of correlation coefficient between variable of physical environment (X1) to the customer satisfaction (Y) equal to 0.463, and perceived value (X2) to the customer satisfaction (Y) equal to 0.450. So, there is a positive and significant relationship between physical environment and customer satisfaction, as well as a positive and significant relationship between perceived value and customer satisfaction. Thus, it can conclude a positive and significant relationship between physical environment and perceived value with customer satisfaction. The coefficient of determination Y on X1 and X2 obtained by 0.352 indicating that 35,2% variable customer satisfaction is determined by the physical environment and perceived value. Meanwhile, the remaining 64,8% is influenced by other factors. Keyword : Customer Satisfaction, Physical Environment, Perceived Valu