Theresia, Vita Brilliana | Jurnal Wira Ekonomi Mikroskil : JWEM 13 ISSN 2622-6421 Volume 11, Nomor 01, April 2021 PENGARUH PERCEIVED SERVICE QUALITY, PERCEIVED VALUE DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PADA PELANGGAN KFC DI JAKARTA Theresia, Vita Briliana Program studi S-1 Manajemen, Trisakti School of Management, Jakarta theresialoekman@yahoo.co.id, vita@stietrisakti.ac.id Abstrak Tujuan penelitian mengidentifikasi pengaruh perceived service quality, perceived value dan customer satisfaction terhadap customer loyalty pada pelanggan KFC di Jakarta. Rancangan penelitian ini menggunakan penelitian deskriptif dan kausalitas, pengukuran setiap variabel menggunakan 5 poin skala Likert. Penelitian ini menggunakan data primer dengan pengumpulan data melalui kuesioner. Sampling yang digunakan adalah insidental sampling dan diperoleh sampel sebanyak 138 responden. Menggunakan metode SEM dengan program SmartPLS versi 3.00 sebagai alat ujinya. Hasil menunjukan bahwa perceived service quality memiliki pengaruh terhadap perceived value. Perceived value memiliki pengaruh terhadap customer satisfaction. Selanjutnya, customer satisfaction memiliki pengaruh terhadap customer loyalty, sementara teridentifikasi bahwa perceived value dan perceived service quality tidak memiliki pengaruh terhadap customer loyalty. Keywords: Customer Loyalty, Customer Satisfaction, Perceived Service Quality, Perceived Value Abstract The research objective is to identify the effect of perceived service quality, perceived value and customer satisfaction on customer loyalty to KFC customers in Jakarta. The research design used descriptive research and causality, the measurement of each variable used a 5-point Likert scale. This study uses primary data by collecting data through a questionnaire. The sampling used was incidental sampling and obtained a sample of 138 respondents. Using the SEM method with the SmartPLS version 3.00 program as a test tool. The results show that perceived service quality has an influence on perceived value. Perceived value has an influence on customer satisfaction. Furthermore, customer satisfaction has an influence on customer loyalty, while it is identified that perceived value and perceived service quality have no effect on customer loyalty. Keywords: Customer Loyalty, Customer Satisfaction, Perceived Service Quality, Perceived Value 1. Pendahuluan