Pengaruh Variasi Menu, Harga, dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Homemade By Anyow di Kotapinang

Dea Habibah Ritonga; Tengku  Syarifah

doi:10.37481/sjr.v9i4.1595

Authors

Dea Habibah Ritonga Universitas Asahan
Tengku Syarifah Universitas Asahan

DOI:

https://doi.org/10.37481/sjr.v9i4.1595

Keywords:

menu variation, price, service quality, customer satisfaction

Abstract

Increasing competition in the local culinary industry requires small food businesses to understand the factors that influence customer satisfaction in order to maintain their competitiveness. However, empirical evidence regarding the combined effects of menu variation, price, and service quality on customer satisfaction in homemade food businesses remains limited, particularly in the context of local culinary enterprises. This study aimed to examine the simultaneous and partial effects of menu variation, price, and service quality on customer satisfaction at Homemade By Anyow in Kotapinang. A quantitative research design was employed using a survey of 96 customers selected through a non-probability sampling technique. Data were collected using structured questionnaires and analyzed using multiple linear regression. The findings indicate that menu variation, price, and service quality simultaneously have a significant effect on customer satisfaction. Partially, menu variation and service quality positively influence customer satisfaction, while price has a significant negative effect, indicating that higher perceived prices tend to reduce customer satisfaction. Furthermore, the three independent variables explain 54.8% of the variation in customer satisfaction. These findings suggest that improving menu diversity, maintaining competitive pricing, and consistently delivering high-quality service are essential strategies for enhancing customer satisfaction and strengthening the competitiveness of small culinary businesses.

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