Analisis Dampak Promosi dan Inovasi Menu Terhadap Kepuasan Pelanggan - Aletta Dewi Maria (Jurnal Manajemen STIE Muhammadiyah Palopo, 2023)
AbstractThe purpose of this study was to find out how promotions and menu changes affect customer satisfaction of The Kitchen at Hotel Horison Pekalongan. Samples were selected from the customers and one hundred of them were randomly selected as respondents. In this survey-based research, respondents were selected randomly. Validity, reliability, multiple linear analysis, t-test, f-test, and the study of the coefficient of determination are all components of this research. This study found that although promotion had no impact on customer satisfaction, menu innovation did. Based on the F test, The Kitchen at Hotel Horison Pekalongan saw a simultaneous and quite large effect on customer satisfaction both from promotion efforts and menu innovation. Keywords:Â Â  Customer Satisfaction, Menu Innovation, PromotionAbstrakTujuan dari penelitian ini adalah untuk mengetahui bagaimana promosi dan perubahan menu mempengaruhi kepuasan pelanggan The Kitchen di Hotel Horison Pekalongan. Sampel dipilih dari pelanggan berjumlah 100 secara acak sebagai responden. Dalam penelitian berbasis survei ini, responden dipilih secara acak. Validitas, reliabilitas, analisis linier berganda, uji-t, uji-f, dan studi koefisien determinasi adalah semua komponen penelitian ini. Penelitian ini menemukan bahwa meskipun promosi tidak berdampak pada kepuasan pelanggan, sedangkan inovasi menu berpengaruh. Berdasarkan uji F, The Kitchen di Hotel Horison Pekalongan melihat pengaruh yang simultan dan cukup besar terhadap kepuasan pelanggan baik dari upaya promosi maupun inovasi menu.Kata Kunci: Kepuasan Pelanggan, Inovasi Menu, Promosi