PENGARUH SERVICE QUALITY PERCEPTION DAN SATISFACTION TERHADAP PURCHASE INTENTION PADA KONSUMEN KFC

This research aims to test (1) the influence of service quality perception to purchase intentions, (2) the influences of service quality perception satisfaction, and (3) the influence of satisfaction to purchase intentions. This research adopt the instrument by Setyawan and Ihwan (2004), Taylor and Baker (1994), and Parasurahman, Leonard and Valerie (1991). Data collecting conducted by disseminating questionare. Responder in research represent the consumer of KFC in Yogyakarta. The sample in consisted of 271 KFC consumer. This research analysed to use the regression and tested with the F-test and t-test. Result indicate that there are influence of service quality perception to purchase intentions, service quality perception to satisfaction, and satisfaction to purchase intentions