Pengaruh kualitas pelayanan dan citra toko terhadap kepuasan pelanggan pada hoka fried chicken cerme

This study aims to analyze the effect of service quality and store image on customer satisfaction at Hoka fried chicken Cerme. This type of research can be categorized as descriptive quantitative research and statistical analysis. Methods of data collection using questionnaires and documentation. in taking the sample using the non-possible sampling method with purposive sampling technique, the sample preparation uses the slovin formula with a total sample of 80 respondents. The population in this study were customers at Hoka Fried Chicken in Cerme. The data were then processed using descriptive statistical methods, which included validity and reliability instrument tests, classical assumption tests for normality, multicollinearity, heterocodesity, multiple linear regression tests, T tests, F tests, R2 tests. The results of this study indicate that there is a positive influence of service quality and store image on customer satisfaction at hoka fried chicken at Cerme. The magnitude of the influence is indicated by the coefficient of determination of 0.401. This study reinforces the results of existing research that service quality and store image have a positive impact on customer satisfaction.