Pengaruh Layanan, Harga dan Cita Rasa terhadap Kepuasan Konsumen pada Rumah Makan Tiara Seafood

Riska Lidia Ningrum; Muhammad Siddik; Riswandhi Ismail

doi:10.30640/ekonomika45.v13i2.6118

Authors

Riska Lidia Ningrum Universitas Ibnu Sina
Muhammad Siddik Universitas Ibnu Sina
Riswandhi Ismail Universitas Ibnu Sina

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6118

Keywords:

Customer Satisfaction, Pricing Strategy, Quantitative Research, Service Quality, Taste Perception

Abstract

This study aims to determine and analyze the effect of service, price, and taste on customer satisfaction at Tiara Seafood Restaurant in Batam City. This research uses a quantitative approach with an associative research type. The population consists of all customers of Tiara Seafood Restaurant, totaling 10,812 consumers in 2025. The sample was determined using the Slovin formula with a 10% margin of error, resulting in 99 respondents. Data were collected through questionnaires using a Likert scale (1–5) that had been tested for validity and reliability. The data were analyzed using multiple linear regression with the help of SPSS software. Simultaneous (F-test) and partial (t-test) hypothesis testing were also conducted. The results show that service, price, and taste simultaneously have a significant effect on customer satisfaction, with an F-value of 13.506 and a significance level of 0.000 < 0.05. Partially, service (t = 5.021), price (t = 5.568), and taste (t = 5.907) also have significant positive effects, each with a significance value of 0.000 < 0.05. In conclusion, better service quality, appropriate pricing, and consistent taste significantly improve customer satisfaction.

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