ETHNOGRAPHY STUDY: CUSTOMER SATISFACTION TOWARDS PRODUCT AND SERVICE QUALITY OF THE FOOD AND BEVERAGE INDUSTRY AT PT. ABCD

Diny Claudia Durandt (Universitas Bakrie)
Citra Dika Pertiwi (Universitas Bakrie)
Cita Ayu Riyadi Putri (Universitas Bakrie)
Jerry Heikal (Universitas Bakrie)

Journal of Social And Economics Research
Vol 8 No 1 (2026): JSER, June 2026

PT ABCD, as one of the major players in the F&B industry, strives to meet customer expectations. In this context, various factors can influence customer perceptions, ranging from product quality to service quality. It is essential for companies to understand how these factors interact and affect customer decisions in order to continue to grow and compete in the market. Through a realist ethnography approach, this study aims to understand how consumer groups in PT ABCD define quality and how their perceptions of product and service quality influence their purchasing decisions and consumption patterns. Through this approach, the study hopes to provide valuable insights to PT ABCD and the F&B industry in general on how to enhance customer satisfaction and increase market share.