THE INFLUENCE OF SERVICE QUALITY ON PERCEIVED VALUE AND CUSTOMER SATISFACTION AT MCDONALD'S ARION MALL ON STUDENTS AT STATE UNIVERSITY OF JAKARTA

Abstract

This study aims to determine the effect of service quality on perceived value and customer satisfaction at McDonald's Arion mall among students at Jakarta State University (UNJ). This study used a survey method with a questionnaire collection tool and an even Likert scale type and the sampling technique used was purposive sampling of 200 respondents. This study uses two factor analyzes, namely EFA (Exploratory Factor Analysis) and CFA (Confirmatory Factor Analysisi). Data processing uses SPSS version 25 software to test validity and reliability while AMOS Graphics software is used to test hypotheses and model feasibility. The results of this study indicate that there is a positive and significant influence between Service Quality on Perceived Value, and there is a positive and significant influence between Perceived Value on Customer Satisfaction and there is a positive and significant influence between Service Quality on Customer Satisfaction. The fit value of the model with a probability value of 0.051, a CMIN/DF value of 1.566, a TLI value of 0.980, a CFI value of 0.986 and an RMSEA value of 0.053.