The Mediating Roles of Consumer Satisfaction and Word-of-Mouth in the Relationship between Service Quality, Price Fairness, and Loyalty in Indonesian Fast Food

This study aims to analyze the influence of service quality and price fairness on consumer loyalty in the fast-food restaurant industry in Tangerang, Indonesia. It further investigates the mediating roles of consumer satisfaction and word-of-mouth communication (WOM) in these relationships. A quantitative research approach was employed using Structural Equation Modeling (SEM) with LISREL software to test the proposed relationships. Data were collected from 347 respondents who visited six fast-fo