À Pengaruh Keragaman Menu, Suasana Tempat, Citra Rasa dan Harga terhadap Kepuasan Konsumen Rumah Makan Zona Pedas di Kecamatan Umbulsari Kabupaten Jember | Putri | Jurnal Ilmiah Universitas Batanghari Jambi

Pengaruh Keragaman Menu, Suasana Tempat, Citra Rasa dan Harga terhadap Kepuasan Konsumen Rumah Makan Zona Pedas di Kecamatan Umbulsari Kabupaten Jember

Adinda Salsabila Putri, Retno Endah Supeni, Pawestri Winahyu

Abstract


The culinary industry in Jember Regency shows positive growth, reflected in the increase of Gross Regional Domestic Product (GRDP) in the accommodation and food-beverage sector. Intensifying competition requires Rumah Makan Zona Pedas in Umbulsari District to sustain customer satisfaction through optimization of menu variety, store atmosphere, taste, and price. This study aims to examine and analyze the influence of these four variables on customer satisfaction. A quantitative associative-causal approach was employed using purposive sampling of 150 dine-in consumers. Data were collected via a 5-point Likert-scale questionnaire that passed validity and reliability tests, then analyzed using multiple linear regression after Method of Successive Interval (MSI) transformation and classical assumption tests. Results indicate that menu variety (β = 0.208; p = 0.001), store atmosphere (β = 0.152; p = 0.015), taste (β = 0.380; p = 0.000), and price (β = 0.176; p = 0.004) positively and significantly influence customer satisfaction. Taste emerges as the most dominant variable. The Adjusted R Square of 0.654 shows that 65.4% of the variation in customer satisfaction is explained by the model. These findings enrich the literature on customer satisfaction in the spicy food service industry in developing regions and provide managerial implications for marketing strategy development at Rumah Makan Zona Pedas.menu variety, store atmosphere, taste, price, customer satisfaction, spicy restaurant.

Keywords


menu variety, store atmosphere, taste, price, customer satisfaction, spicy restaurant.

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References


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DOI: http://dx.doi.org/10.33087/jiubj.v26i3.6575

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