<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Service Quality dan Perceived Price Fairness terhadap Consumer Satisfaction dan Consumer Loyalty pada konsumen restoran X di Jakarta Barat, serta peran mediasi Consumer Satisfaction dalam hubungan tersebut. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan desain cross-sectional, serta teknik purposive sampling. Hasil analisis menunjukkan bahwa Perceived Service Quality berpengaruh positif dan signifikan terhadap Consumer Satisfaction dan Consumer Loyalty, baik secara langsung maupun melalui mediasi Consumer Satisfaction. Sebaliknya, Perceived Price Fairness memiliki pengaruh negatif yang tidak signifikan terhadap Consumer Satisfaction dan Consumer Loyalty. Temuan ini menegaskan pentingnya kualitas layanan dalam meningkatkan kepuasan dan loyalitas konsumen, sementara kewajaran harga tidak memiliki pengaruh signifikan. This study aims to analyze the effect of Perceived Service Quality and Perceived Price Fairness on Consumer Satisfaction and Consumer Loyalty in X restaurant consumers in West Jakarta, as well as the mediating role of Consumer Satisfaction in the relationship. The study used a quantitative method with a descriptive approach and cross-sectional design, as well as purposive sampling technique. The results of the analysis show that Perceived Service Quality has a positive and significant effect on Consumer Satisfaction and Consumer Loyalty, both directly and through the mediation of Consumer Satisfaction. In contrast, Perceived Price Fairness has an insignificant negative effect on Consumer Satisfaction and Consumer Loyalty. This finding confirms the importance of service quality in increasing consumer satisfaction and loyalty, while price fairness has no significant effect.]]>
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