The Influence of Product and Service Quality Toward Customer Satisfaction at Fast Food Restaurant in Banda Aceh, Aceh Province

The study aims to illustrate clearly about product and servive quality and customer satisfaction at fast food restaurants in Banda Aceh. Besides, the purpose of this research is to analyze the influence of product quality toward customer satisfaction. The population of this study was consumers at some fast food restaurants in Banda Aceh. The method used in this study is a descriptive quantitative method. In addition, the data used is primary data which is obtained by the respondents as many as 145 respondents with purposive sampling. Research analysis is conducted by applying SEM with equation structural model with data processing using Amos program. The result of descriptive analysis indicated that product quality at fast food restaurants in Banda Aceh has been running well however the quality service is not especially at tangible dimension, resposiveness and reliability. The results of hypothesis testing showed that product quality affects consumer satisfaction and affects consumers in maintaining making purchases at certain fast food restaurants in Banda Aceh. Keyword: product quality, fast food product, consumer satisfaction and customer