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Abstract. Business expansion in this era of globalization is significantly on the rise, and competition
is intense. One such example of a company that has been experiencing substantial growth is a
culinary business operating primarily within the fastfood sector. Hence, it is imperative for
enterprises to prioritize the caliber of their merchandise in order to deliver contentment to patrons
and garner their loyalty, thereby augmenting their competitive edge. Prior researchs hold immense
significance as they substantiate and reinforce forthcoming scientific theories. The aim of penning
this literature review is to scrutinize product quality. The literature provides insights into the
variables of product quality, service quality, customer satisfaction and customer loyalty. It also
highlights that research methodologies such as SPSS and PLS are widely used. The outcomes indicate
a positive correlation between product quality and factors like purchase decisions, customer
satisfaction and loyalty.
Keywords: KFC, literature review, product quality.
Abstrak. Perkembangan bisnis di era globalisasi ini sangat meningkat dan ketat persaingannya, salah
satu contoh perusahaan yang semakin berkembang yaitu perusahaan yang bergerak di bidang bisnis
kuliner terkhususnya di sektor makanan cepat saji (Fast Food). Oleh karena itu perusahaan harus
memperhatikan kualitas produk yang dimiliki, agar mampu memberikan kepuasan kepada
pelanggannya, hingga mendapatkan pelanggan yang loyal untuk dapat bersaing dengan perusahaan
lain. Penelitian atau riset terdahulu sangatlah penting, relevan dan memperkuat teori dalam artikel
ilmiah selanjutnya. Tujuan penulisan artikel literature review ini adalah mengkaji mengenai kualitas
produk. Hasil dari literature ini adalah variabel kualitas produk dalam penelitian biasa atau banyak di
sandingkan dengan variabel kualitas layanan, kepuasan pelanggan dan loyalitas pelanggan. Metode
penelitian yang banyak digunakan adalah SPSS dan PLS. dari kajian literature juga dapat di peroleh
hasil bahwa kualitas produk berpengaruh positif terhadap keputusan pembelian, kepuasan pelanggan
dan loyalitas pelanggan.
History Article Received: 30 May 2024 Revised: 07 June 2024 Accepted: 19 June 2024
INTRODUCTION
The current era of globalization has witnessed a significant surge in business development,
accompanied by intense competition. To thrive in this competitive landscape, the pivotal
factor is generating creative and innovative ideas. Additionally, it is crucial to have an astute
eye for spotting opportunities and capitalizing on them for growth. A prime example of a
flourishing enterprise operating within the culinary industry serves as a testament to this
trend. Enterprises involved in the gastronomy industry, such as the fastfood sector, have
undergone prodigious expansion in recent decades. Amongst the key advancements that have
taken place throughout its evolution are menu innovation, technological integration,
nutritional assistance, food distribution and worldwide outreach.
As the Indonesian middle class population continues to expand, the fast food industry
experiences a commensurate surge in growth and profitability (Rahayu & Syafe'i, 2022). In
the realm of the fast food industry, there exist a particular breed of restaurants that are
renowned for their prompt service and affordable fare. These restaurants typically feature an
uncomplicated menu, catering to customers seeking quick bites on-the-go. One of the
prominent players in fast food is McDonald's, a renowned global franchise known for its
distinct offerings such as the Big Mac and French fries. Additionally, Burger King has gained
popularity for its range of meat-based items, including their iconic Whopper burger. Thirdly,
KFC (Kentucky Fried Chicken) specializes in succulent fried chicken seasoned with unique
blends of spices. Fourthly, Wendy's is renowned for its delectable fresh burgers and
refreshing frozen milkshakes. Additionally, there are numerous other fastfood restaurants
available.
According to the data presented in Figure 1.1, KFC reigns supreme as the fast food restaurant
offering the most delectable krispy fried chicken products, as voted by Indonesian consumers
in 2023. It mean that the quality of product still the important measurement in consumer’s
buying decision of fast food restaurant. Sholikhah & Hadita (2023) said that product quality
is one of the most important things in a product purchasing decision process. In addition to
cost, the caliber of a product warrants consideration, thereby necessitating that businesses and
eateries uphold and prioritize their product quality.
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Based on the aforementioned description, the objective of this literature review is to ascertain
the impact of product quality at fast food restaurant. Additionally, it aims to identify
frequently researched factors or variables in tandem with product quality and commonly
employed research methodologies in such studies.
The purpose of this research is to ascertain the impact of product quality on KFC and identify
the factors or variables that are frequently associated with it, as well as the research
methodologies commonly employed.
Product Quality
Quality refers to the comprehensive attributes of a product (be it goods or services) that
enable it to satisfy customer requirements (Rahayu & Kusuma, 2021). Kotler and Armstrong
posit that product quality refers to the attributes inherent in a product or service that enable
them to satisfy customer needs and wants (Apriasty & Simbolon, 2022)..
Tjiptono divides the dimensions of product quality into (1) Prowess, (2) Resilience, (3)
Similarities, (4) Features or characteristics, (5) Reliability, (6) Artistic, (7) Quality value, (8)
Capability. (Saipuloh & Surono, 2023).
METHOD
This research article employs qualitative methodologies, including literature reviews and
library-based researchs. The exploration of theoretical constructs, as well as the examination
of relationships and influences between variables, is conducted through various online
resources such as Perplexity, Mendeley, Google Scholar, and other relevant media.
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In qualitative inquiry, literature should be employed consistently to align with the underlying
assumptions of the adopted methodology. An inductive approach is favored to avoid steering
the researcher's line of questioning. The pursuit of exploratory and descriptive research
constitutes a primary motivation for conducting qualitative research (Nuryani et al., 2022)..
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6. The impact of service Service quality PLS Service quality affects customer
excellence, perceived Price perception satisfaction (+)
value, and product Product quality Product quality affects
superiority on Customer customer satisfaction (+)
enhancing customer satisfaction Price perception affects
loyalty at The Westin Customer customer satisfaction (+)
Jakarta hotel through loyalty Customer satisfaction affects
the lens of customer customer loyalty (+)
satisfaction
(Saipuloh & Surono,
2023)
7. The impact of the Product quality SPSS Product quality affects
caliber of both Quality of customer satisfaction (+)
merchandise and service Product quality affects
assistance rendered Customer customer loyalty (+)
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After conducting a thorough analysis of literature and journal categorization, it appears that
the pivotal point of this research is centered around the variable of product quality. This
particular variable is frequently juxtaposed with other variables such as customer satisfaction,
service quality, and customer loyalty. Research conducted by Andriansyah et al. (2023),
Sholikhah & Hadita (2023), and Fauzi & Mandala (2019) also underlined the relationship and
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comparison between product quality and these aspects. The outcomes of the literature review
furnish a robust basis for investigating the interplay among these variables within the ambit
of this research. The ramifications of antecedent research can establish a firm groundwork for
formulating a conceptual framework and additional hypotheses for further research.
The literature review also reveals that researchers frequently employ SPSS (Statistical
Program for Social Science) and PLS (Partial Least Square) as their primary research
methods. The cited research indicates the prevalent utilization of these two approaches for
scrutinizing associations among variables with respect to product excellence, patron
contentment, service quality, and customer allegiance. The congruity in methodological
selection could furnish a sense of constancy and coherence within this domain of inquiry.
The utilization of SPSS and PLS may confer distinct benefits when addressing the intricacy
of variable relationships, rendering them a favored option among researchers for compiling
data analyses. Such insight can offer pragmatic direction to scholars pursuing analogous
research endeavors.
The outcomes of the journal categorization and thorough literary analysis further demonstrate
that product excellence exerts a favorable influence on consumers' procurement choices, as
highlighted by the research of Sundana et al. (2023). Superior product quality often garners
favor and trust from consumers, leading to a greater inclination to purchase said products.
Furthermore, maintaining consistent, standardized, and top-tier product quality is vital in
bolstering customer satisfaction levels. The durability of such steadfast and satisfactory
product quality plays a pivotal role in cultivating customer loyalty. Henceforth, it is
discernible that the caliber of a product exerts a potent affirmative sway on customer
contentment. This, in turn, engenders an enduring patronage from customers. These
revelations furnish invaluable perspicacity for practitioners and scholars to grasp the
intricacies of the interrelation between product quality, customer gratification, and customer
allegiance within the sphere of procurement resolutions.
Advice
Based on the aforementioned outcomes, a constraint of this research is the restricted pool of
literature utilized. As such, it is recommended that forthcoming researchers endeavor to
broaden their range of literary sources and explore additional media outlets for library
studies.
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Isyana Rahayu: research concept, methodology, Data curation, Data Analisys, Supervision.
Dheri Febiyani Lestari: Supervision, Research administration, Write the introductions,
conductiong review and editing the manuscript. Geni nurfadilah: Prepare the original
manuscript, Prepare the data curation, Collecting the previous research. Marto Silalahi: Proof
reading and review the manuscript
We declare that this manuscript has not been previously published and is not under
consideration for publication in any other journal. We have agreed to the publication of this
manuscript, and if accepted, it will not be published elsewhere in the same form, in
Indonesian or any other language, including electronically, without the written consent of the
copyright holder.
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