THE EFFECT OF PRODUCT QUALITY ON CUSTOMER LOYALTY IN PURCHASING AT FAST FOOD IN JAKARTA INDONESIA

The number of food companies in Indonesia is growing rapidly, one of which is fast food. The purpose of this study is to evaluate the quality of fast food restaurants in order to improve consumers' purchasing decisions. For this reason, the authors investigate the product purchases in a fast food restaurant in Jakarta, Indonesia. This study includes sections such as a theoretical framework that covers the background, concepts, and areas that are the focus of the author's work. Then, questionnaires and sample data were collected for analysis. The overall results show that fast food is in demand among the public because it has good product quality and makes consumers buy continuously. Even if there is dissatisfaction among customers, it can be avoided by providing good product quality continuously, so that consumers are satisfied and make repeated purchases. In this way, the company will make more profit because customer satisfaction is a factor in making a purchase. However, if the consumer is dissatisfied, it will not have a significant impact because there are still several factors that influence the purchase of a product. Most Indonesians do not really like the product the first time they buy it, but that can change the second time they buy it.