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Mhd Amin
Universitas Labuhan Batu
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Variasi Menu, Cita Rasa Dan Harga Terhadap Keputusan Pembelian Pada Seiya Coffe Rantauprapat Noni Ritonga Noni; Daslan Simanjuntak; Mhd Amin
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.6239

Abstract

This study aims to analyze the effect of menu variation, taste, and price on customer satisfaction. The background of this research is based on the importance of understanding the factors that drive customer satisfaction in the increasingly competitive culinary industry. The research method employed a quantitative approach using multiple linear regression analysis with t-test. Data were collected from respondents who are customers at the research object and processed using statistical software.The results indicate that menu variation has a positive but insignificant effect on customer satisfaction. Taste also shows a positive yet insignificant effect on customer satisfaction. In contrast, price has a positive and significant effect on customer satisfaction, making it the dominant determining factor. Thus, a well-structured pricing strategy aligned with product value and quality becomes the primary focus in enhancing customer satisfaction, while menu variation and taste remain supportive factors.The implications of this study suggest that culinary business managers should prioritize balanced pricing strategies that reflect product quality, while simultaneously improving menu variation and taste to strengthen business attractiveness and differentiation.
Pengaruh Store Atmosphere, Variasi Minuman dan Transaksi Digital Terhadap Keputusan Pembelian Pada Tomoro Coffee Rantauprapat Mely Yovani Ritonga Mely; Elida Florentina Sinaga Simanjorang; Mhd Amin
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.6240

Abstract

This study aims to analyze the influence of Store Atmosphere,drink variation, and digital transactions on consumer purchasing decisions at Tomoro Coffee Rantauprapat. The research background is based on the increasing competition among coffee shops in Rantauprapat, which requires business owners to understand the factors influencing consumer behavior. The study employed a quantitative approach, with data collected through questionnaires distributed to 96 respondents who had visited and made purchases at Tomoro Coffee Rantauprapat. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination, t-test, and F-test. The findings reveal that Store Atmosphere does have positif but not significant on purchasing decisions. In contrast, Minumanvariation and digital transactions have a positive and significant influence on purchasing decisions. Simultaneously, the three independent variables significantly affect purchasing decisions with a contribution of 77.4%, while the remaining 22.6% is influenced by other variables not examined in this study. Therefore, drink variation and digital transactions are proven to be the dominant factors driving consumer purchasing decisions at Tomoro Coffee Rantauprapat.
Co-Authors Daslan Simanjuntak Elida Florentina Sinaga Simanjorang Mely Yovani Ritonga Mely Noni Ritonga Noni