The Effect of Taste and Service Quality on Customer Satisfaction at Padang Minang Sae Restaurant
DOI:
https://doi.org/10.53697/emba.v5i1.2346Keywords:
Taste, Service Quality, Customer SatisfactionAbstract
Food business is a business that is often desired by the community. The reason for choosing this food business is none other than because food is a basic human need. The first impression felt by customers when they first buy food or try a new food menu is definitely judged by the taste of the food. Taste for customers is the uniqueness of the taste of each food stall. Where to be able to judge the taste of a food can be seen from the aroma, taste, and level of maturity (Jones, 2000:109). This proves that the taste of culinary entrepreneurs will have a positive impact on customer satisfaction, besides that the quality of service is also very crucial to achieve satisfaction. The analysis method used in this study is a quantitative data analysis method using the multiple linear regression method. Multiple linear regression is a regression model that involves more than one independent variable. Multiple linear regression analysis is carried out to determine the direction and how much influence the independent variables have on the dependent variable Saleh & Utomo (2018). In this research example, multiple linear regression tests are carried out to get an idea of how the independent variables including taste and service affect the dependent variable, namely customer satisfaction. The analysis is carried out by processing data through SPSS. The results of this study indicate: First Hypothesis (H1), it can be concluded that Taste (X1) does not affect Customer Satisfaction (Y), Second Hypothesis (H2), it can be concluded that Service Quality (X2) does not affect Customer Satisfaction (Y), In the Third Hypothesis (H3), it can be concluded that simultaneously Taste (X1) and Service Quality (X2) do not affect Customer Satisfaction (Y).
References
Hanim, N. L. (2022). Influencing Service Quality, Price Perception, Taste Towards Consumer Satisfaction of Mie Gacoan. Islamic University of Malang.
Hariyanto, A. T. et al. (2022). The Influence of Taste and Service Quality to Satisfy Customers (Case Study at Bank One 2 Food Stall on Jalan Mastrip Jember). Journal of Economic Education. 16(1):33-34.
Jones, W. (2000). Ownership of the blessing of mengkudu. Food Quality Analysis, Oregon. Tjiptono, AF 2015. Marketing Strategy. Yogyakarta: Andi Publisher. Winarno, B 2008. Public Policy, Pt. Buku Kita: Jakarta.
Kotler, P. & Keller, K. L. (2012). Marketing Management Volume I 12th Edition. Erlangga. Jakarta.
Kusumaningrum, F. D. (2019). The Influence of Cup Color on the Perception of Coffee Drink Taste in Students of the 2018 Class of the Faculty of Psychology, Sultan Agung Islamic University, Semarang. Undergraduate thesis, Sultan Agung Islamic University.
Levitt, J. A., Taylor, S., & Norris, C. (2021). Do local craft beverages taste better? An investigation into the halo effect. Journal of Foodservice Business Research, 26(1), 49–63. https://doi.org/10.1080/15378020.2021.1985366
Li, S., & Liu, P. (2022). Will “moving” food tastes better? Effect of dynamic food image in print advertising on food taste perception. Journal of Sensory Studies 37 (1), ISSN 0887-8250, cited by 11 (3.67 per year). DOI 10.1111/joss.12719
Li, M., Yufang, J., Jurui, Z & Raymond, L. (2022). "Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 6Maimunah, S. (2020). The Influence of Service Quality, Price Perception, Taste on Consumer Satisfaction and Consumer Loyalty. IQTISHADequity Journal of Management, 1(2), 57–68 . https://doi.org/10.51804/iej.v1i2.542
Melda, E. A. & Yulinda, A. T. (2020). The Influence of Product Diversity, Taste and Brand Image on Purchasing Decisions.” Journal of Entrepreneurship and Science Management (Jems) 1(2):143–49.
Morissan, A. M. (2012). Survey Research Methods. Kencana. Jakarta
Nopika, I. (2017). The Influence of Taste, Nutritional Value and Product Variation on Customer Satisfaction at YES DELIVERY in Plosokandang Tulunagung Simki-Economic Vol. 01 No. 07 Year 2017 ISSN: BBBB BBBB
Rahmawati, Y. et al. (2023). The Influence of Taste, Price and Service Quality on Consumer Satisfaction (Case Study at Resto Street Sushi, Meruya Branch, West Jakarta. Journal of Humanities, Islamic Economics, and Muamalah (JHESM). 1(3):118-119.
Saleh, A. R., & Utomo, H. (2018). The Influence of Work Discipline, Work Motivation on the Work Productivity of Production Employees at PT Inko Java Semarang. Among Makarti, 11(21), 28–50.
Saputra, V., Mulyati, A., Andayani, S. (2015). Analysis of the Influence of Product Variation, Taste, and Hygiene on Consumer Purchase Interest (Case Study on Ice Cream Zangrandi Surabaya). Journal of Business Administration Dynamics, 1(2).
Silvia, K. E, & Sanjaya, V. F. (2021). The Influence of Service Quality, Taste and Abu Ahda's Crushed Chicken Menu Variants on Consumer Purchase Interest. Journal of Islamic Business Management, 1(2), 80–91.
Sinambela, L. P. & Sinambela, S. (2020). Quantitative Research Methodology - Theory and Practice. Depok: Rajawali Pers
Sugiarto, E. (2017). Psychological Services in the Service Industry. Jakarta: PT Gramedia Pustaka Utama.Economic Education. 16(1):33-34.
Sugiyono. (2017). Quantitative, Qualitative, and R&D Research Methods. Alfabeta, CV. Bandung
Tjiptono, F. (2015). Marketing Strategy, 4th Edition, Andi Offset, Yogyakarta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ahmad Dzulfikri Budi Kusworo
This work is licensed under a Creative Commons Attribution 4.0 International License.
