HAFNI HASIBUAN, NPM 2201300339 (2026) PENGARUH KUALITAS PELAYANAN, HARGA DAN CITA RASA TERHADAP KEPUASAN KONSUMEN PADA WARUNG GOBEK DI SEI BEROMBANG KEC. PANAI HILIR. Tugas_Akhir(Artikel) Journal of Innovative and Creativity, 6 (1). pp. 20005-20015. ISSN 2775-771X (e-ISSN) 2962-570X (p-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, harga, dan cita rasa terhadap kepuasan pelanggan, baik secara parsial maupun simultan. Pendekatan yang digunakan adalah kuantitatif deskriptif dengan populasi konsumen berjumlah 800 orang. Teknik pengambilan sampel menggunakan purposive sampling dengan margin error sebesar 10%, sehingga diperoleh jumlah sampel sebanyak 89 responden. Pengumpulan data dilakukan melalui kuesioner yang telah diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial, kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan nilai t hitung 2,687 (sig. 0,009), harga berpengaruh positif dan signifikan dengan nilai t hitung 3,262 (sig. 0,002), dan cita rasa berpengaruh positif dan signifikan dengan nilai t hitung 2,204 (sig. 0,030). Secara simultan, ketiga variabel tersebut berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Temuan ini mengonfirmasi bahwa peningkatan kualitas pelayanan, penetapan harga yang kompetitif, dan konsistensi cita rasa merupakan faktor kunci dalam membangun kepuasan pelanggan di sektor kuliner. Kata Kunci : Kualitas Pelayanan, Harga, Cita Rasa, Kepuasan Konsumen ==================================================================== This study aims to analyze the influence of service quality, price, and taste on customer satisfaction, both partially and simultaneously. The approach used is descriptive quantitative with a consumer population of 800 people. The sampling technique used purposive sampling with a margin of error of 10%, so a sample of 89 respondents was obtained. Data collection was carried out through a questionnaire that had been tested for validity and reliability, then analyzed using multiple linear regression. The results showed that partially, service quality had a positive and significant effect on customer satisfaction with a t-value of 2.687 (sig. 0.009), price had a positive and significant effect with a t-value of 3.262 (sig. 0.002), and taste had a positive and significant effect with a t-value of 2.204 (sig. 0.030). Simultaneously, these three variables have a positive and significant effect on customer satisfaction. These findings confirm that improved service quality, competitive pricing, and taste consistency are key factors in building customer satisfaction in the culinary sector. Keywords: Service Quality, Price, Taste, Consumer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Pelayanan, Harga, Cita Rasa, Kepuasan Konsumen===============Service Quality, Price, Taste, Consumer Satisfaction |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 10 Jun 2026 03:35 |
| Last Modified: | 10 Jun 2026 03:35 |
| URI: | http://repository.ulb.ac.id/id/eprint/2534 |
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