Pengaruh Lokasi, Persepsi Harga, dan Variasi Menu Terhadap Kepuasan Konsumen Pada Kedai Jinawi di Menanggal Surabaya. (The Influence of Location, Price Perception, and Menu Variety on Consumer Satisfaction at Kedai Jinawi in Menanggal, Surabaya).

Ramadhany, Nur Aviva (2025) Pengaruh Lokasi, Persepsi Harga, dan Variasi Menu Terhadap Kepuasan Konsumen Pada Kedai Jinawi di Menanggal Surabaya. (The Influence of Location, Price Perception, and Menu Variety on Consumer Satisfaction at Kedai Jinawi in Menanggal, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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PENGARUH LOKASI, PERSEPSI HARGA, DAN VARIASI MENU TERHADAP KEPUASAN KONSUMEN PADA KEDAI JINAWI DI MENANGGAL SURABAYA (2) - Copy.pdf
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Abstract

This research aims to examine and analyze the influence of Location, Price Perception, and Menu Variation on Consumer Satisfaction. This study employs a quantitative method, and the population used in this research consists of consumers who have purchased more than once at Kedai Jinawi in Menanggal Surabaya, using the accidental sampling technique with a total of 100 respondents, based on predetermined criteria.In this study, the variables of location (X1), price perception (X2), and menu variation (X3) are examined as independent variables, with consumer satisfaction (Y) as the dependent variable. The data for this research were analyzed using multiple linear regression analysis with an F-test, utilizing the SPSS version 25 software as a tool.The results of this study indicate that 1) Location has a positive and significant effect on Consumer Satisfaction, 2) Price perception has a positive and significant effect on Consumer Satisfaction, 3) Menu variation has a positive and significant effect on Consumer Satisfaction, and 4) Location, Price perception, and Menu variation have a positive and significant combined effect on consumer satisfaction. The overall results of this study provide implications for business owners in evaluating and planning to maximize consumer satisfaction in order to enhance and maintain business continuity amidst fierce competition in the F&B sector, especially in large cities like Surabaya. In this case, Kedai Jinawi should pay attention to location; a strategic location can positively influence consumer satisfaction, making it one of the main factors to consider in attracting customers. Price perception; affordable prices can create a positive impression for consumers, thereby increasing consumer satisfaction. Menu variation; a diverse menu plays an important role in adding appeal and increasing consumers' desire to try the offered products, which ultimately enhances consumer satisfaction. By considering these factors, Kedai Jinawi can be more competitive in facing the competition in the F&B business.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Location, Price Perception, Menu Variety, Consumer Satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1212100152 Nur Aviva Ramadhany
Date Deposited: 29 Nov 2001 20:44
Last Modified: 29 Nov 2001 20:44
URI: http://repository.untag-sby.ac.id/id/eprint/38154

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