<![CDATA[This study aims to analyze the influence of price perception, menu variety, and service quality on customer satisfaction at Asia Restaurant Jakarta, amid fierce post-pandemic culinary competition. A quantitative approach was employed through a survey questionnaire distributed to 120 customers (minimum 2 visits in the last 6 months), analyzed using multiple linear regression via IBM SPSS Statistics version 27. Variables were measured on a 1-5 Likert scale, with reliability validated (Cronbach's α > 0.7). Results reveal a significant simultaneous effect (F = 28.45, p < 0.001, R² = 0.42), indicating the three variables explain 42% of satisfaction variance. Partially, price perception (β = 0.32, t = 4.12, p < 0.01) and menu variety (β = 0.28, t = 3.67, p < 0.01) positively and significantly influence satisfaction, while service quality (β = 0.12, t = 1.45, p > 0.05) does not. This suggests customers—dominated by females aged 21-30 (61%) and loyal visitors (72%)—prioritize value-for-money and menu innovation over service responsiveness. Practical implications recommend dynamic pricing, seasonal menu rotations (targeting +25% variety), and promotional bundling to boost retention by 20-30%. Theoretically, model in Jakarta's Asian F&B context. Future research could explore e-WOM moderation or chain vs. independent comparisons.]]>
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