Recommendations for KFC Sei Semayang

Oct 13, 2025 by windailys.com 33 views

Analysis of Marketing Mix Factors and Service Quality in Affecting Consumer Loyalty through Customer Satisfaction in the Covid-19 Era (Case Study at PT Fast Food Indonesia-Kentucky Fried Chicken (KFC) Jalan Sei Semayang Medan-Binjai)

Introduction

The COVID-19 pandemic has significantly impacted the fast food industry, including KFC. Consumers have become more discerning in their choices, seeking a sense of security and high satisfaction. This study aims to analyze the effect of marketing mix factors and service quality on consumer loyalty at KFC Jalan Sei Semayang Medan-Binjai through customer satisfaction as an intervening variable.

Background

The COVID-19 pandemic has brought about a new normal in the fast food industry. Consumers are now more critical in their choices, seeking a sense of security and high satisfaction. This has led to a shift in consumer behavior, with a greater emphasis on health and hygiene. As a result, fast food chains like KFC must adapt to these changing consumer needs and preferences.

Methodology

This study uses a quantitative method, collecting data through a questionnaire administered to 100 respondents who have purchased KFC Sei Semayang products. The data were analyzed using a structural equation model (SEM) with the help of SmartPLS 4.0 software.

Results

The results of the study show that:

Marketing mix factors and service quality have a positive and significant influence on customer satisfaction. This suggests that the application of marketing mix factors and service quality can lead to higher customer satisfaction.
Customer satisfaction has a positive and significant influence on consumer loyalty. This indicates that customer satisfaction is a key driver of consumer loyalty.
The dominant factor in aspects of physical appearance is the application of health protocols, reliability is a clean and hygienic food service, taste is a delicious fried menu, and attention is Top of Mind KFC. This suggests that consumers place a high value on health and hygiene protocols, clean and hygienic food services, delicious menus, and brand awareness.
The dominant factor in aspects of product is an affordable price and responsiveness is a fast service. This indicates that consumers value affordable prices and fast services.
The most significant factor affecting consumer loyalty is reliability. This suggests that reliability is a key driver of consumer loyalty.

Discussion

The findings of this study suggest that the application of strict health protocols, hygienic food services, delicious menus, and brand awareness are critical in attracting and maintaining consumers in the COVID-19 era. Additionally, affordable prices and fast services are also important factors in satisfying customers.

Recommendations for KFC Sei Semayang

Based on the findings of this study, the following recommendations are made for KFC Sei Semayang:

Maintaining and increasing the application of health protocols: Continue to increase the standard of health protocol to provide a sense of security and comfort for consumers.
Improving the quality of food services: Maintain cleanliness and hygienic food with high standard.
Developing a more interesting menu: Introduce an innovative and delicious new menu to attract consumer interest.
Improving brand awareness: Conduct an effective marketing campaign to increase Top of Mind KFC among consumers.
Maintaining Affordable Prices: Consider a flexible price strategy to stay affordable for consumers.
Increasing service speed: Optimize the service process to provide fast and efficient services.

Conclusion

This study provides a deeper understanding of the factors that influence consumer loyalty in the COVID-19 era. The results of this study can be a consideration for KFC Sei Semayang to improve marketing and service strategies in order to maintain consumer loyalty and achieve future success.

Limitations

This study has several limitations. Firstly, the sample size is limited to 100 respondents, which may not be representative of the larger population. Secondly, the study only focuses on KFC Sei Semayang and may not be generalizable to other fast food chains. Finally, the study only examines the effect of marketing mix factors and service quality on consumer loyalty and may not consider other factors that may influence consumer loyalty.

Future Research Directions

Future research directions may include:

Examining the effect of other factors on consumer loyalty: This study only examines the effect of marketing mix factors and service quality on consumer loyalty. Future research may examine the effect of other factors, such as social media marketing, customer service, and product quality.
Generalizing the findings to other fast food chains: This study only focuses on KFC Sei Semayang and may not be generalizable to other fast food chains. Future research may examine the effect of marketing mix factors and service quality on consumer loyalty in other fast food chains.
Examining the effect of consumer loyalty on business outcomes: This study only examines the effect of marketing mix factors and service quality on consumer loyalty. Future research may examine the effect of consumer loyalty on business outcomes, such as sales, revenue, and market share.
Q&A: Analysis of Marketing Mix Factors and Service Quality in Affecting Consumer Loyalty through Customer Satisfaction in the Covid-19 Era (Case Study at PT Fast Food Indonesia-Kentucky Fried Chicken (KFC) Jalan Sei Semayang Medan-Binjai)

Frequently Asked Questions

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of marketing mix factors and service quality on consumer loyalty at KFC Jalan Sei Semayang Medan-Binjai through customer satisfaction as an intervening variable.

Q: What methodology was used in this study?

A: This study used a quantitative method, collecting data through a questionnaire administered to 100 respondents who have purchased KFC Sei Semayang products. The data were analyzed using a structural equation model (SEM) with the help of SmartPLS 4.0 software.

Q: What are the key findings of this study?

A: The key findings of this study are:

Marketing mix factors and service quality have a positive and significant influence on customer satisfaction.
Customer satisfaction has a positive and significant influence on consumer loyalty.
The dominant factor in aspects of physical appearance is the application of health protocols, reliability is a clean and hygienic food service, taste is a delicious fried menu, and attention is Top of Mind KFC.
The dominant factor in aspects of product is an affordable price and responsiveness is a fast service.
The most significant factor affecting consumer loyalty is reliability.

Q: What are the implications of this study for KFC Sei Semayang?

A: The implications of this study for KFC Sei Semayang are:

Maintaining and increasing the application of health protocols to provide a sense of security and comfort for consumers.
Improving the quality of food services to maintain cleanliness and hygienic food with high standard.
Developing a more interesting menu to attract consumer interest.
Improving brand awareness through an effective marketing campaign to increase Top of Mind KFC among consumers.
Maintaining affordable prices through a flexible price strategy to stay affordable for consumers.
Increasing service speed through optimizing the service process to provide fast and efficient services.

Q: What are the limitations of this study?

A: The limitations of this study are:

The sample size is limited to 100 respondents, which may not be representative of the larger population.
The study only focuses on KFC Sei Semayang and may not be generalizable to other fast food chains.
The study only examines the effect of marketing mix factors and service quality on consumer loyalty and may not consider other factors that may influence consumer loyalty.

Q: What are the future research directions for this study?

A: The future research directions for this study are:

Examining the effect of other factors on consumer loyalty, such as social media marketing, customer service, and product quality.
Generalizing the findings to other fast food chains.
Examining the effect of consumer loyalty on business outcomes, such as sales, revenue, and market share.

Q: What are the practical implications of this study for the fast food industry?

A: The practical implications of this study for the fast food industry are:

The importance of maintaining and increasing the application of health protocols to provide a sense of security and comfort for consumers.
The need to improve the quality of food services to maintain cleanliness and hygienic food with high standard.
The importance of developing a more interesting menu to attract consumer interest.
The need to improve brand awareness through an effective marketing campaign to increase Top of Mind among consumers.
The importance of maintaining affordable prices through a flexible price strategy to stay affordable for consumers.
The need to increase service speed through optimizing the service process to provide fast and efficient services.

Conclusion

This Q&A article provides a summary of the key findings and implications of the study on the effect of marketing mix factors and service quality on consumer loyalty through customer satisfaction in the Covid-19 era. The study highlights the importance of maintaining and increasing the application of health protocols, improving the quality of food services, developing a more interesting menu, improving brand awareness, maintaining affordable prices, and increasing service speed to attract and retain consumers in the fast food industry.