PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA RESTORAN CEPAT SAJI PIZZA HUT GRAND WISATA

Abstract

In the fast-food industry, fast-food restaurants that offer pizza also play a significant role. In Indonesia, several brands like Pizza Hut, Domino's Pizza, and Paparons offer various pizza options to consumers. The growth in the number of dining establishments, especially in Bekasi Regency, further solidifies this consumption trend. However, amidst this growth, the number of visitors to Pizza Hut Grand Wisata Bekasi has experienced a year-on-year decline. Factors influencing this decline involve various aspects, including service quality that may not meet consumer expectations. This study aims to analyze the influence of service quality on customer satisfaction at Pizza Hut Grand Wisata Bekasi. In this study, researchers employ a quantitative approach since all data obtained are in the form of direct survey results or distributed questionnaires to customers. Data analysis techniques utilized in this research include scaling techniques, validity tests, and reliability tests. The results of this study affirm that good service quality at Pizza Hut Grand Wisata Bekasi significantly impacts customer satisfaction. While this parameter holds a primary role in shaping satisfaction, it's still essential to consider that other
factors also contribute to forming consumer perceptions and satisfaction. These findings offer valuable insights for restaurants and similar businesses in their efforts to continuously enhance service quality and customer experience.