<![CDATA[This study aims to analyze the influence of perceived service quality and price on customer satisfaction at Nasi Vegetarian Sentiya, Sukaramai Market, Gang Dahlia, with menu variations as a moderating variable. The research method used is quantitative. The population in this study were customers of Nasi Vegetarian Sentiya, with data collection conducted through distributing questionnaires using a Likert scale to respondents who had experience consuming the product. The results of data analysis show that partially, perceived service quality has a negative but significant effect on customer satisfaction, with a Tcount value (-3.285) smaller than Ttable (1.984) and a significance of 0.001 smaller than 0.05 and price is proven to have a significant effect with a significant value of 0.000 smaller than 0.05 partially on customer satisfaction. Simultaneously, perceived service quality and price have a significant effect with a significant value of 0.000 on customer satisfaction. However, the MRA test results showed that menu variety was not proven to moderate the relationship between perceived service quality and customer satisfaction with a significant value of 0.695, nor the relationship between price and customer satisfaction with a significant value of 0.948 greater than 0.05. Based on the results of the study, it is recommended that the business owner of Nasi Vegetarian Sentiya prioritize improving consistent service quality in serving customers, as well as maintaining an affordable pricing strategy as the main advantage. In addition, businesses do not need to focus too much on adding menu variations, but rather emphasize the quality of taste and mainstay menus, and build customer satisfaction through more personal interactions and regular evaluation of customer feedback to improve satisfaction and business sustainability.]]>
