<![CDATA[This study examines the influence of menu variety, taste, and price on customer satisfaction at the Royal Tulip Gunung Geulis Hotel Restaurant. The research employed a quantitative approach using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. Data were collected through questionnaires distributed to 100 respondents who had previously purchased food at the restaurant. The independent variables were menu variety, taste, and price, while customer satisfaction served as the dependent variable. The results indicate that Menu Variety has a positive and significant effect on customer satisfaction (β = 0.809, T-Statistic = 9.956, P-Value < 0.001) and is the most dominant variable in the model. Taste has a negative and significant effect on customer satisfaction (β = -0.404, T-Statistic = 4.985, P-Value < 0.001), indicating that improvements in perceived taste were not associated with higher customer satisfaction within the research model. Meanwhile, Price has a positive and significant effect on customer satisfaction (β = 0.484, T-Statistic = 5.285, P-Value < 0.001), suggesting that customers perceive the price as appropriate relative to the quality of products and dining experience received. Overall, menu variety, taste, and price significantly influence customer satisfaction at the Royal Tulip Gunung Geulis Hotel Restaurant. Menu variety and price positively contribute to customer satisfaction, whereas taste demonstrates a significant negative relationship with customer satisfaction. These findings provide valuable insights for restaurant management in developing menu offerings, evaluating food quality, and implementing pricing strategies to enhance customer satisfaction. Keywords: menu variety, taste, price, customer satisfaction.]]>
