<![CDATA[This study is motivated by the importance of customer satisfaction in the culinary business, particularly when customers perceive a mismatch between service, taste, price, and the overall experience received. This study aims to analyze the influence of service quality, taste, and price on customer satisfaction at Resto Ayam Penyet Cabe Hijau Medan Sunggal. This research used an associative quantitative approach. The population consisted of customers of Resto Ayam Penyet Cabe Hijau Medan Sunggal, while the sample consisted of 98 respondents selected using nonprobability sampling with a purposive sampling method. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 23. The results show that service quality, taste, and price partially have a positive and significant effect on customer satisfaction. Simultaneously, these three variables also have a positive and significant effect on customer satisfaction, with Fcount 60.459 Ftable 2.70 and a significance value of 0.000 0.05. The Adjusted R Square value of 0.648 indicates that service quality, taste, and price explain 64.8% of customer satisfaction, while the remaining percentage is influenced by other variables outside this study.]]>
Copyrights © 2026
