Berdasarkan perbandingan terhadap nilai merek, McDonald's menempati peringkat pertama di antara restoran lain secara internasional. Namun, McDonald's Indonesia hanya menempati posisi kedua dalam hal top of mind share, market share & commitment share. Ketiga parameter ini akan mempengaruhi kemungkinan keputusan pembelian kembali, yang merupakan hasil dari kepuasan pelanggan. Saat ini, gerai McDonald's di Tangerang Selatan mengalami masalah dalam mendapatkan peringkat bintang penuh dan dapat diasumsikan bahwa pelanggan McDonald's di Tangerang Selatan tidak sepenuhnya puas. Seperti yang bisa dilihat, sebagian besar pelanggan mengeluh tentang kualitas dan harga makanan. Oleh karena itu, penelitian ini akan menguji dampak kualitas dan harga makanan terhadap kepuasan generasi millennial di McDonald's South Tangerang. Studi ini akan membawa pembaca lebih lanjut ke dalam tinjauan pustaka yang telah dikumpulkan dan ditinjau. Penelitian ini telah berhasil mengumpulkan sejumlah 187 responden, yang dianggap sebagai generasi millennial dan telah mengonsumsi produk McDonald’s di Tangerang Selatan setidaknya sekali. Analisis yang dilakukan  menggunakan Analisis Regresi Berganda, dengan perangkat lunak SPSS 25. Hasilnya menunjukkan bahwa kualitas dan harga makanan berpengaruh positif terhadap kepuasan generasi millennial di McDonald's South Tangerang, yang dimana variabel kualitas makanan memberikan dampak yang lebih besar daripada harga makanan

Abu Samah, I. H., Abd Rashid, I. M., Abd Rani, M. J. & Abdul Rahman, N. I., 2015. The Roles Of Price Perception And Physical Environment In Determining Customer Loyalty: Evidence From Fast Food Restaurant Of Malaysia. International Journal of Development Research.

Agriculture and Agri-Food Canada, 2016. Foodservice Profile - Indonesia. [Online]

Available at: http://www.agr.gc.ca/eng/industry-markets-and-trade/international-agri-food-market-intelligence/asia/market-intelligence/foodservice-profile-indonesia/?id=1468950411582

Al-Tit, A., 2015. The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention. Asian Social Science.

Andaleeb, S. S. & Conway, C., 2006. Customer satisfaction in the restaurant industry : an examination of the transaction-spesific model. Journal of Services Marketing.

Badan Pusat Statistik Indonesia, 2015. Restaurant Statistics 2015. [Online]

Available at: https://www.bps.go.id/website/pdf_publikasi/Statistik-Restoran-Rumah-Makan-2015.pdf

Bahar, B. I., 2018. Analisis Pengaruh Service Quality, Food Quality, Perceived Value, Dan Customer Satisfaction Terhadap Behavioral Intentions Fast Food Mcdonald’s, Semarang: Universitas Diponegoro.

Benton, D., 2015. Portion Size: What We Know and What We Need to Know. Critical Reviews in Food Science and Nutrition.

Berger, A. A., 2017. Cultural Perspectives on Millenials. San Fransisco, California: Palgrave Macmillan.

Blackwell, R. D. et al., 2012. Consumer Behavior. Singapore: Cengage Learning Asia Pte Ltd.

Creswell, J. W., 2009. Research Design: Qualitative, Quantitative and Mix Method Approaches. California: SAGE Publications, Inc..

Farhani, A. G., 2016. Indonesia’s Millennial Consumer Insight on Brand Equity: Effects of Brand Association, Brand Loyalty, Brand Awareness, and Brand Image, Yogyakarta: Universitas Gadjah Mada.

French, S. A., 2003. Pricing Effects on Food Choices. The Journal of Nutrition.

Hanaysha, J., 2016. Testing The Effects Of Food Quality, Price Fairness, And Physical Environment On Customer Satisfaction In Fast Food Restaurant Industry. Journal of Asian Business Strategy.

Heugel, A., 2015. Status Consumption and the Millennial Consumer: An Exploratory Study, s.l.: Georgia Southern University.

Honeyball, E., 2017. Determining The Motivations Of Millennial Travellers In The Context Of Cultural Experiences In Southeast Asia, s.l.: Cardiff Metropolitan University.

Inbakaran, R. J. & Reece, J., 1999. Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management.

Knutson, B. J., 2000. College Students and Fast Food - How Students Perceive Restaurant Brands. Cornell Hospitality Quarterly.

Liang, X. & Zhang, S., 2009. Investigation of customer satisfaction in student food service. An example of student cafetaria in NHH. International Journal of Quality and Service Sciences.

McDonald's Indonesia, n.d. Visi Misi. [Online]

Available at: http://mcdonalds.co.id/tentang-mcdonalds/info-perusahaan/visi-misi

Namkung, Y. & Jang, S., 2007. Does Food Quality Really Matter in Restaurants? Its Impact On CustomerSatisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research.

Nazari, M. & Tabatabaie, V., 2014. Impact of Price fairness on Price Satisfaction, Customer satisfaction and Customer Loyalty in Iran Telecommunication Market (Case: MTN Irancell Company). Asian Journal of Research in Marketing.

Ng, E. S. & Johnson, J. M., 2015. Millennials: Who are they, how are they different, and why should we care?.

Nguyen, T. N., Hoai Pan, T. T. & Vu, P. A., 2015. The Impact of Marketing Mix Elements on Food Buying Behavior: A Study of Supermarket Consumers in Vietnam. International Journal of Business and Management; Vol. 10.

Peri, C., 2006. The Universe of Food Quality. Food Quality and Preference 17.

Ryu, K., Han, H. & Kim, T. H., 2008. The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management.

Ryu, K., Lee, H.-R. & Kim, W. G., 2010. The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management.

Sahari, N., Basir, N. M. & Jangga, R., 2012. Factors of Food Dimension Affecting Customer Satisfaction in Family Restaurants. Indonesia, Research Gate.

Saleem, A. et al., 2015. Product Perceived Quality and Purchase Intention with. Global Journal of Management and Business Research: E Marketing.

Shaharudin, M. R., Mansor, S. W. & Elias, S. J., 2011. Food Quality Attributes among Malaysia’s Fast. International Business and Management.

Sivadas, E. & Baker-Prewitt, J. L., 2000. An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management.

Statista, 2016. Indonesia: How often do you eat fast food (any quick service restaurant) in any given week (on average)?. [Online]

Available at: https://www.statista.com/statistics/561273/indonesia-average-fast-food-consumption-per-week/

Statista, 2017. Brand value of the 10 most valuable fast food brands worldwide in 2017 (in million U.S. dollars). [Online]

Available at: https://www.statista.com/statistics/273057/value-of-the-most-valuable-fast-food-brands-worldwide/

Steenhuis, I. H., Waterlander, W. E. & Mul, A. d., 2011. Consumer food choices: the role of price and pricing strategies. Public Health Nutrition.

Steenhuis, I. & Poelman, M., 2017. Portion Size: Latest Developments and Interventions. Etiology of Obesity.

Sugianto, J. & Sugiharto, S., 2013. Analisa Pengaruh Service Quality. Food Quality, Dan Price Terhadap Kepuasan Pelanggan Restoran Yung Ho Surabaya. Jurnal Manajemen Pemasaran Petra.

Sulaiman, S. & Haron, M. S., 2013. Foodscape and Customer’s Future Behavioral Intentions in Casual Dining Restaurant. Journal of Economics, Business and Management.

Top Brand Award, 2016. Top Brand Index 2016 Fase 2: Kategori Retail. [Online]

Available at: http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2016_fase_2

Top Brand Award, 2017. Top Brand Index 2017 Fase 2: Kategori Retail. [Online]

Available at: http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2017_fase_2

W&S Market Research, 2015. Comparative report on Fast Food study in Thailand, Indonesia and Vietnam in 2015. [Online]

Available at: http://nusaresearch.com/sample/voluntary_surveys/detail.php?ID=66

Walker, J. R., 2011. The restaurant : from concept to operation. 6 ed. Hoboken: ohn Wiley & Sons, Inc.

Yonekura, F., 2006. A Study Of Millenial Students And Their Reactive Behavior Patterns In The Online Environment, Orlando: University of Central Florida.

Zomato, n.d. zomato.com. [Online]

Available at: https://www.zomato.com/jakarta

[Accessed 18 July 2018].