The Effect of Brand Image, Taste, and Service Quality on Consumer Satisfaction at Hisana Fried Chicken Makassar

Muhammad Dedy  Miswar; Nurnaimah; Mattalatta

Muhammad Dedy Miswar STIE Amkop Makassar
Nurnaimah STIE Amkop Makassar
Mattalatta STIE Amkop Makassar

Keywords: Brand Image, Taste, Service Quality, Consumer Satisfaction

Abstract

Purpose: This study aims to analyze the effect of brand image, taste, and service quality on consumer satisfaction at Hisana Fried Chicken Makassar.

Research Design and Methodology: The study employs a quantitative approach. Primary data were collected using questionnaires, and purposive sampling was applied to select 86 respondents. Data were analyzed using descriptive statistics and multiple linear regression analysis with IBM SPSS version 21 for Windows.

Findings and Discussion: The results indicate that brand image does not have a positive or significant effect on consumer satisfaction. In contrast, taste and service quality have a positive and significant impact on consumer satisfaction.

Implications: These findings suggest that improving taste and service quality should be prioritized to enhance consumer satisfaction, while brand image alone may not significantly influence consumer perceptions.

Downloads

Download data is not yet available.

References

Alma, B. (2019). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Handrijaningsih, L., Ramadhani, S. M. T., Ekanova, A. P., & Anisah, A. (2023). Determinan Kualitas Pelayanan, Cita Rasa, Persepsi Harga dan Fasilitas terhadap Kepuasan Konsumen KFC. UG Journal, 17(4).
Kartika, S. (2015). Pengaruh Cita Rasa Terhadap Kepuasan Konsumen pada Produk Makanan. Jurnal Ilmiah Manajemen, 3(2), 123-130
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2019). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.
Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). Pearson.
Lupiyoadi, R. (2020). Manajemen Pemasaran Jasa. Jakarta: Salemba
Maimunah, S. (2023). Pengaruh Kualitas Pelayanan, Persepsi Harga, Cita Rasa terhadap Kepuasan Konsumen dan Loyalitas Konsumen. IQTISHADequity: Jurnal Manajemen, 1(2).
Malau & Harman. 2017. Manajemen Pemasaran. Alfabet cv. Bandung.
Muzdalifah. (2019). Pengaruh Cita Rasa dan Harga terhadap Kepuasan Konsumen pada Hisana Fried Chicken di Kota Makassar.
Permatasari, S. I., & Djawoto, D. (2018). Pengaruh Kualitas Pelayanan, Kualitas Produk, Harga dan Citra Merek terhadap Kepuasan Konsumen. Jurnal Ilmu dan Riset Manajemen (JIRM), 7(8).
Reskiani, R., Kamase, J., & Arif, M. (2023). Pengaruh Citra Merek, Kualitas Pelayanan, dan Gaya Hidup terhadap Minat Beli Konsumen Kentucky Fried Chicken (KFC) di Kota Makassar. Innovative: Journal Of Social Science Research, 3(4), 2068–2083.
Rohiman D & Sitti S. (2025). Pengaruh Brand Image, Kulitas Produk dan Kualitas Layanan Terhadap Kepuasan Pelanggan. Journal of Artificial Intelegent and Digital Businnes (RGGI). 4(3). 4619.
Santoso, S. (2017). Mengolah Data Statistik secara Profesional. Elex Media Komputindo.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Swastha, B., & Handoko, T. H. (2021). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Syah, D. A., Yayan H., & Murti, W. (2024). Pengaruh Cita Rasa Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Produk Kebab Di Bekasi Selatan. Jurnal Homepage. 1(2). 71-77.
Tjiptono, F. (2017). Pemasaran Jasa. Andi Offset.
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Yogyakarta: Andi Offset.
Tjiptono, F. (2019). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Empat.n (4 ed.). Yogyakarta: Andi.
Umar, H. (2013). Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: RajaGrafindo Persada.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.