Jornal de Economia Global

Effect of Quality Products, Services and Brand on Customer Satisfaction at McDonald's

Abstract

Priyono Iyon Priyono

This study aims to identify and examine the influence of service quality, brand image and product quality on consumer purchasing decisions in Mc. Donald. This research is explanatory. The number of samples was 96 respondents taken by purposive sampling method. Collecting data using questionnaires. Data were analyzed with the validity and reliability, cross tables, simple regression analysis, regression analysis, and hypothesis testing using the formula t arithmetic and F arithmetic. The results showed the quality of service positive and significant influence on purchasing decisions, brand image positive and significant impact on purchasing decisions, product quality positive and significant impact on purchasing decisions, and service quality, brand image and product quality jointly influence positively and significantly the purchasing decision.