CUSTOMER SATISFACTION STUDY OF GEPREK CHAMPION CHICKEN BRANCH MAKMUR MEDAN

This study aims to analyze the effect of product quality, service quality and store atmosphere on customer satisfaction on Geprek Champion Chicken in Makmur Medan Branch. The sample used in this study were 96 respondents who were consumers of the Geprek Champion Chicken Restaurant in Medan, using the sampling technique, namely icidental sampling using the lemeshow formula. The data collection technique uses a questionnaire that has been tested for its validity and reliability. The results of research partially t test results indicate that product quality, service quality and store atmosphere have a significant effect on customer satisfaction. Simultaneously, the variable product quality, service quality and store atmosphere have an effect on customer satisfaction.1.INTRODUCTIONIn this era of globalization, the culinary business is growing rapidly because every day people need food and there are many innovations or new ideas from the younger generation that are poured into new menus in the culinary business. The current fact, the growth of the culinary business in Medan can be seen from the number of restaurants that are increasing every month, coupled with different concepts. So that business competition in the city of Medan is becoming increasingly complicated.This makes all restaurants in Medan demanded to be able to compete in developing products and provide the best for consumers. This is because understanding and fulfilling consumer desires is one way to achieve customer satisfaction. Many factors can affect customer satisfaction. Because, consumers nowadays are very careful in assessing products, both from the quality of the products served to how the services provided from the restaurant. Besides that, the atmosphere of a restaurant or store atmosphere is also an important factor in the culinary business. One of them is a restaurant that is developing in Medan, namely Geprek Champion Chicken, Branch of Makmur Medan. This restaurant is located on Jl. Makmur No. 44 - 30, Medan City.Product quality is a set of features and characteristics of a product or service to satisfy stated or implied needs. In determining the products to be offered, companies must adjust to consumer tastes so that consumers feel satisfied [1]. Factors that affect the quality of food products include taste, freshness, appearance, maturity and variety of food.