ANALISIS TERHADAP ATRIBUT KENTUCKY FRIED CHICKEN GUNA MEMENUHI KEPUASAN PELANGGAN DALAM KAJIAN DENGAN STRATEGI BERSAING

The main objectives of this thesis are (a) to understand consumer's level of recognition of Kentucky Fried Chicken existence (b) to understand consumer's perception of Kentucky Fried Chicken quality compared to the same competitor's quality (c) to evaluate consumer's perception between Kentucky Fried Chicken and the same competitor's products and services (d) to determine increase of Kentucky Fried Chicken competitive quality strategy. The method used is survey method by distributing questionnaires as well as that of interviews. Brand Perceived Quality and Cross Tabulation are used to recognize Kentucky Fried Chicken consumer's perception and satisfaction against the same competitor's products and services, formulate increase of Kentucky Fried Chicken competitive strategy after identifying company's internal and external factors. Results of the Kentucky Fried Chicken competitive quality strategy are (a) to conduct market penetration strategy (b) irs increase KFC home delivery and KFC Stop (c) to apply joint venture shategy (d) to apply backward integration strategy (e) to apply product development strategy