Pengalaman Pembelian, Informasi dari Orang Lain, dan Iklan sebagai Prediktor Pembentuk Kepuasan Konsumen Kentucky Fried Chicken (KFC)

Abstract

This study aimed to explore how much the purchasing experience, information from others, and advertisement can affect consumer satisfaction of Kentucky Fried Chicken (KFC). The hypothesis of this study is purchasing experience, information from others, and advertisement affect consumer satisfaction of KFC. The subject of this research were 95 college students in Faculty of Psychology of Universitas Islam Indonesia who are the costumer of KFC's products and have ever seen the advertising of KFC's product. This research use two scales as the measuring tools which are Purchasing Experience Scale, Information from Others Scale, and Advertisement Scale that based on Kotler theory (2005) and Costumer Satisfaction Scale that based on Mowen and Minor theory (2002). Linearity test results show that F 136,536; 42,296; 104,409, P=0.000, P <0.05 so that the four variables can be said to be linear, there is a relationship between purchasing experience, information from others, and advertisement on consumer satisfaction.