Analisis Pengaruh Kualitas Layanan, Produk dan Citra Merek terhadap Kepuasan Pelanggan PT. Kentuky Fried Chiken (KFC) Manyar Surabaya

Kentucky Fried Chicken, hereinafter referred to as KFC, is a for-profit company engaged in the fast food restaurant sector. KFC itself has several outlets throughout Indonesia and especially in the Surabaya area, KFC customers from various places, flock to the KFC Manyar Surabaya area. This is influenced by service quality, product quality and brand image for customer satisfaction. So this research focuses on customer satisfaction indicators of service quality, product quality and brand image. The sample is a subgroup of the population selected to participate in this study (Malhotra, 2018). that in research that uses statistical data analysis, the smallest sample size is 30 subjects / objects, but it is submitted by other research experts who think that the minimum sample size is 80 subjects / objects which are considered the most appropriate. This research method uses the SEM technique PLS in its research, the results of the questionnaire returned were 89 participants. Analysis of the data in this study related to the variables of service quality, product quality and brand image on customer satisfaction has a significant effect on customer satisfaction. Keywords : customer satisfaction, Kentucky Fried Chicken, service quality, product quality, and brand imag