NURTI FADHILA SARI, NPM 2201100132 (2026) VARIAN MENU, KUALITAS PRODUK DAN KUALITAS PELAYANAN SEBAGAI PREDIKTOR KEPUASAN KONSUMEN UMKM KULINER. Tugas_Akhir(Artikel) Jurnal Ilmiah Ilmu Manajemen, 9 (1). pp. 60-69. ISSN 2615-5850(e-ISSN) 2615-1871(p-ISSN)
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Abstract
Penelitian ini menganalisis varian menu, kualitas produk, dan kualitas pelayanan sebagai prediktor kepuasan konsumen pada UMKM kuliner di Kecamatan Torgamba. Survei kuantitatif dilakukan pada Maret-Mei 2026 terhadap 57 pelanggan berulang yang dipilih secara purposif. Data kuesioner skala Likert dianalisis menggunakan regresi linear berganda. Hasil menunjukkan bahwa varian menu (β=0,334; p=0,003), kualitas produk (β=0,344; p=0,001), dan kualitas pelayanan (β=0,304; p=0,005) berasosiasi positif dengan kepuasan konsumen. Model signifikan, F(3,53)=18,876; p< 0,001, dan menjelaskan 51,7% variasi kepuasan. Kualitas produk memiliki beta terstandar terbesar, tetapi selisihnya dengan varian menu sangat kecil sehingga tidak cukup untuk menyimpulkan dominasi. Temuan menegaskan perlunya standardisasi mutu produk, pengembangan menu yang terarah, dan pelayanan responsif. Generalisasi hasil dibatasi oleh sampel kecil, nonprobabilistik, dan fokus pada pelanggan berulang. Kata kunci: Kepuasan Konsumen; Kualitas Pelayanan; Kualitas Produk; UMKM Kuliner; Varian Menu ================================================================================================== This study examines menu variety, product quality, and service quality as predictors of customer satisfaction among culinary micro, small, and medium enterprises (MSMEs) in Torgamba District. A cross-sectional quantitative survey was conducted from March to May 2026 involving 57 repeat customers selected purposively. Likert-scale questionnaire data were analyzed using multiple linear regression. Menu variety (β=0.334; p=0.003), product quality (β=0.344; p=0.001), and service quality (β=0.304; p=0.005) were positively associated with customer satisfaction. The model was significant, F(3,53)=18.876; p< 0.001, and explained 51.7% of the variance in satisfaction. Product quality had the largest standardized coefficient, although its difference from menu variety was too small to establish substantive dominance. The findings support consistent product standards, targeted menu development, and responsive service. Generalization is limited by the small non-probability sample and the focus on repeat customers. Keywords: Culinary Msmes; Customer Satisfaction; Menu Variety; Product Quality; Service Quality
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kepuasan Konsumen; Kualitas Pelayanan; Kualitas Produk; UMKM Kuliner; Varian Menu==============Culinary Msmes; Customer Satisfaction; Menu Variety; Product Quality; Service Quality |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 06 Oct 2026 07:53 |
| Last Modified: | 06 Oct 2026 07:53 |
| URI: | http://repository.ulb.ac.id/id/eprint/2908 |
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