<![CDATA[This study aims to analyze how service quality, order accuracy, and taste quality influence consumer purchasing decisions at Wingstop Kuningan City. A qualitative research method employing a case study approach was used. The informants consisted of five Wingstop Kuningan City employees directly involved in service operations and food presentation. Data collection was conducted through in-depth interviews, documentation, and observation. The results indicate that fast, friendly, and coordinated service creates a positive experience that enhances the restaurant's image. Order accuracy—supported by an organized ordering system and effective quality control—boosts customer trust. Meanwhile, consistent taste quality serves as a primary factor driving repeat purchases and fostering customer loyalty. The combination of these three factors creates a comprehensive experience that forms the basis of consumer purchasing decisions. Thus, it can be concluded that service quality, order accuracy, and taste quality collectively contribute to increased purchasing decisions at the Wingstop Kuningan City fast-food restaurant.]]>
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