<![CDATA[Product and service quality are fundamental aspects in food business operations, as bothplay a pivotal role in guaranteeing customer satisfaction. Achieving optimal quality not onlyincreases consumer trust but also supports long-term business sustainability andcompetitiveness. This research is conducted to identify consumers’ perceptions of the quality ofproducts and services at Gogo Fried Chicken Ungasan Branch. The study focuses on aspects ofquality, taste, appearance, product price, service, and restaurant cleanliness. Research activitiestook place over a three-month period, starting from February through April 2025 at Gogo FriedChicken Ungasan, Bali. The research design employed a survey method using a structuredquestionnaire as the research instrument with a Likert scale ranging from 1 to 5. Respondentswere selected through purposive sampling, totaling 100 participants who meet the followingcriteria: (a) Gogo Fried Chicken consumers who make purchases at least once a week, b)Consumers are at least 17 years old and a maximum of 55 years old so that consumers canmake purchasing decisions for their own consumption. Data were collected throughobservation, structured interviews and interpreted through a descriptive-qualitative approach.The results of the research indicate that consumer perceptions of product quality, taste,appearance, price, service, and environmental cleanliness are in the good category, whichmeans consumers are satisfied with their experience at Gogo Fried Chicken Ungasan Branch.The results of the analysis show that consumer perceptions of products, services, andenvironmental cleanliness at Gogo Fried Chicken Ungasan Branch are in the goodcategory.This score indicates that consumers are satisfied with the product offered. This valuereflects that consumers feel comfortable with the service provided and assess the restaurantenvironment as meeting good hygiene standards. ABSTRAK Kualitas produk dan layanan merupakan aspek fundamental dalam operasional bisnismakanan, karena keduanya berperan penting dalam menjamin tingkat kepuasan pelanggan.Pencapaian kualitas yang optimal tidak hanya meningkatkan kepercayaan konsumen, tetapijuga mendukung keberlanjutan dan daya saing usaha dalam jangka panjang. Penelitian inimemiliki tujuan menganalisis persepsi konsumen pada kualitas produk dan pelayanan di GogoFried Chicken Cabang Ungasan. Fokus kajian mencakup aspek kualitas, citarasa, tampilan,harga produk, pelayanan, dan kebersihan lingkungan restoran. Penelitian dilaksanakan daribulan Februari sampai April Tahun 2025, di Gogo Fried Chicken Ungasan, Bali. Rancanganpenelitian yang dipakai ialah metode survei dan kuesioner terstruktur sebagai instrumenpenelitian yang menggunakan skala Likert 1–5. Responden dipilih melalui teknik purposivesampling dengan jumlah sebanyak 100 responden yang merupakan konsumen yang memenuhikriteria sebagai berikut : (a) Konsumen Gogo Fried Chicken yang melakukan pembelianminimal sekali dalam seminggu, dan b) Konsumen telah berumur minimal 17 tahun danmaksimal berumur 55 tahun sehingga konsumen dapat mengambil keputusan pembelian untukkonsumsi sendiri. Data dikumpulkan melalui observasi, wawancara terstruktur dan dianalisissecara deskriptif kualitatif. Hasil penelitian membuktikan bahwa, persepsi konsumen padacitarasa, kualitas produk, tampilan, harga, pelayanan, dan kebersihan lingkungan berada padakategori baik, yang berarti konsumen merasa puas dengan pengalaman mereka di Gogo FriedChicken Cabang Ungasan. Hasil analisis menunjukan bahwa persepsi konsumen terhadapproduk, pelayanan, dan kebersihan lingkungan di Gogo Fried Chicken Cabang Ungasantergolong baik. Skor ini menunjukkan bahwa konsumen merasa puas terhadap produk yangditawarkan. Nilai ini mencerminkan bahwa konsumen merasa nyaman dengan pelayanan yangdiberikan, serta menilai lingkungan restoran sudah memenuhi standar kebersihan yang baik.]]>
