| Restaurant is a place or building a commercially organized, a wellorganized service to all consumers of food and beverages. Restaurant operational objectives is to seek profits by selling its products in the form of food or drink. In addition to a business purpose or for profit, making its customers happy, too, is the main purpose of operating a restaurant, because it will increase consumer satisfaction and consumer confidence in the reputation of the restaurant. In this study involved a restaurant is a fast food restaurant, fast food restaurants because the competition is very tight. Up to 2012 a lot of restaurants - restaurants that have sprung up in Indonesia and started this. Therefore this study aims to analyze the relationship of the variables that describe the customer's commitment, with case studies KFC. The data was collected by distributing questionnaires to 150 people KFC consumers. Data processing is done by using a structural equation model (SEM) of the AMOS software. From the result showed that the model is studied with acceptable values of compliance obtained (goodness of fit index) are eligible. The results of hypothesis testing concluded that the benefits have confidence in a positive impact on corporate brand reputation, corporate brand reputation and confidence benefits have a positive influence on trust, trust has a positive influence on customer commitment. From the research results can be seen that these variables affect the formation of customer commitment to be faithful to KFC. KFC should therefore continue to strive to establish confidence benefits and corporate brand reputation is even better because it can reduce the sense of uncertainty experienced by customers in the exchange process, improve the safety of customers, strengthen customer perceptions of company reputation, and make customers more KFC trust and are willing to develop long term relationships with KFC. |