ABSTRACT : The food and beverage industry is vital for Indonesia’s economic growth but faces challenges. This study focuses on Suka Suka Brand, part of Boga Group, known for its Japanese All-You-Can-Eat concept. The brand struggles with rising costs of goods sold (COGS) due to high import costs and strict supplier agreements, affecting profitability, and stagnant revenue due to customer dissatisfaction with food quality and service. Franchise restrictions complicate addressing these issues. The study aims to boost revenue by improving customer satisfaction, which influences repeat visits and word-of-mouth. Analyzing factors like food and beverage quality, variety, service quality, price fairness, and atmosphere, the research uses quantitative surveys and qualitative interviews. PLS-SEM analysis highlights service quality and food quality as key factors, suggesting investments in staff training, consistent food quality, and competitive pricing. Strategic marketing initiatives, loyalty programs, and strategic partnerships are recommended to improve satisfaction, encourage repeat visits, and enhance revenue and profitability. Exceptional service and high-quality products are essential for fostering long-term customer loyalty.

KEYWORDS – Customer Satisfaction, Food and Beverage Quality, Service Quality, Price and Value Fairness, Revisit Intention.