The Impact of Customer Loyalty, Quality, Food, Service, and Price Fairness on Cuisine in Jakarta

Abstrak

DKI Jakarta has the highest concentration in the culinary industry compared with other provinces.
This study examined the effects of price fairness, food quality, service quality, environmental quality,
and customer loyalty on street food culinary businesses in Jakarta. In addition, price fairness can
have a positive impact on food quality, customer loyalty, and service quality. Researchers will
examine whether gender factors play a role in assessing food quality in fast food products and
significantly influence customer loyalty. Therefore, gender’s role in moderating food quality
influences customer loyalty. Novelty: Researchers have linked the role of gender in moderating food
quality, which influences customer loyalty, which previous researchers have not studied. Research
method: utilizing Smart PLS 4.0 to analyze data and survey questionnaires using Google Forms with
a total of 155 respondents. The results show that street vendors must prioritize price fairness, food
quality, and services to increase consumer loyalty. Moreover, price fairness has a moderating
influence on both physical environmental quality and reasonable prices.