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Salvian Setyo Prayitno
Politeknik Negeri Banyuwangi
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Pengaruh Harga dan Suasana Tempat serta Variasi Menu terhadap Kepuasan Konsumen di Restoran Q5 Steak Kabupaten Banyuwangi Ardianta, Rido Febrian; Wicaksono, Dani Agung; Ton, Sefri; Prayitno, Salvian Setyo; Wilujeng, Ninik Sri Rahayu
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.7962

Abstract

In the era of globalization, the culinary sector has experienced significant growth, especially in fast food restaurants that focus on optimizing profits. Data from the Indonesian Central Bureau of Statistics shows a 20.76% increase in restaurant businesses compared to the previous year. The success of a restaurant is influenced by taste, menu variety, price, and atmosphere that can attract consumers. Researchers used three independent variables: price, atmosphere, and menu variety. The number of samples in this study was 90 respondents. The analysis method used was multiple linear regression with the help of SPSS version 26 software and hypothesis testing involving the R2 test, F-test, t-test, and Classical Assumption Test to validate the model. The test results showed an adjusted R2 value of 68.3%, indicating that the independent variables used in the model, namely price and atmosphere, as well as menu variety, simultaneously explained changes in consumer satisfaction at Q5 Steak & Bowl Banyuwangi by 68.3%, while the remaining 31.7% was explained by other variables outside this research model. The variables that have a significant influence in this model are price and menu variety because they have sig value <0.05, while the atmosphere of the place does not have a significant influence on consumer satisfaction. Meanwhile, the price variable has the most dominant influence on consumer satisfaction, this is because the price variable has the largest coefficient value compared to the coefficient value of other independent variables, which is 0.577. This research model is free from symptoms of multicollinearity and heteroscedasticity.
Co-Authors Agustinus Hantoro Djoko Rahardjo Agustinus Hantoro Djoko Rahardjo Amaniyah, Maghfirotul Anis Ulfah Prastujati Ardianta, Rido Febrian Dani Agung Wicaksono Dewi Purwati Eva Olivia Hutasoit Irwanti, Lula Kamalia Juni Sumarmono Khirzin, Muhammad Habbib Kurniawan Muhammad Nur Liliyanti, Mita Ayu M. Shofi&#039;ul Amin Nadia Maharani Nanda Rusti Prastujati, A. U. PUJI LESTARI Riski Wahyu Safitri Riza Rahimi Bachtiar Rusti, Nanda Sari, Dewiarum Ton, Sefri Triana Setyawardani Wicaksono, Dani Agung wilujeng, ninik sri rahayu