<![CDATA[The fast-food industry in Indonesia has experienced significant growth, leading to increasingly intense competition between local and international restaurant chains. As consumer lifestyles become more dynamic, customers expect not only convenience but also high-quality products and services. In this context, flavor and service quality play important roles in shaping customer satisfaction and influencing dining consumer preferences. Although previous studies have examined these factors individually, research comparing consumer perceptions of local and international fast-food brands remains limited. Therefore, this study aims to compare consumer perceptions of flavor, service quality, and customer satisfaction between J.Chicken, an international fast-food chain, and Richeese Factory, a local Indonesian fast-food chain. This study employed a quantitative comparative research design using primary data collected through questionnaires. Respondents were selected using purposive sampling based on predetermined criteria, resulting in a total sample of 200 customers who had experience purchasing products from either restaurant. The questionnaire measured perceptions of flavor, service quality, and customer satisfaction using a Likert scale. To ensure the accuracy and consistency of the instrument, validity and reliability tests were conducted. Since the data were found to be non-normally distributed, the Mann–Whitney U Test was used to analyze differences between the two groups. The findings are expected to provide insights into consumer evaluations of fast-food restaurants and contribute to the development of effective competitive strategies within the industry.]]>
