THE EFFECT OF PRICE, TASTE, AND SERVICE QUALITY ON CUSTOMER SATISFATION A STUDY AT BEBEK SURAMADU 2 MIRU RESTAURANT

Abstract

The rapid growth of the restaurant industry has led to increasingly fierce competition in the culinary industry. This situation requires businesses to improve the quality of their marketing and service to attract and retain customers. This study aims to analyze the influence of price, taste, and service quality on customer satisfaction at the Bebek Suramadu 2 Miru Restaurant. The research method used is a quantitative method. The sampling technique used a random sampling method with a total of 100 respondents. Data analysis used in this study includes validity tests, reliability tests, multiple linear regression analysis, multiple correlation tests, coefficient of determination (R2) tests, t-tests (partial), and F-tests (simultaneous). The results of the study show that Price (X1) has a calculated t value of (3.624) > t table (1.984) with a significance of 0.000 < 0.1, Taste (X2) has a calculated t value of (2.154) > t table (1.984) with a significance of 0.034 < 0.1, and Service Quality (X3) has a calculated t value of (1.856) > t table (1.984) with a significance of 0.067 < 0.1. Simultaneously, the variables of price, taste and service quality have a positive and significant effect on consumer satisfaction with a calculated F value of (27.642) > F table of (2.14). In addition, the largest regression coefficient value is Y = 2.272 + 0.259 (X1) + 0.207 (X2) + 0.117 (X3)+e From the research results above, it can be concluded that the variables of price, taste, and service quality, both partially and simultaneously, have a positive and significant effect on consumer satisfaction. The most dominant variable is price, as evidenced by the multiple linear regression test, where the beta value of the price variable is greater than the other variables.