The Influence of Service Quality and Taste on Consumer Satisfaction at Mas Mukhlis Sari Laut Food Stalls in Tolitoli Regency: Pengaruh Kualitas Pelayanan dan Cita Rasa terhadap Kepuasan Konsumen pada Warung Makan Sari Laut Mas Mukhlis di Kabupaten Tolitoli

Nurhidayah Usman (Sekolah Tinggi Ilmu Ekonomi Mujahidin)
Fatima Fatima (Sekolah Tinggi Ilmu Ekonomi Mujahidin)

International Journal of Economic Entrepreneurship and Business Management
Vol. 2 No. 3 (2026): Emerging Technologies, Sustainable Finance, and Future Business Strategies

This study aims to explain the influence of service quality and taste on consumer satisfaction at the Mas Mukhlis Sari Laut Food Stalls in Tolitoli Regency. This study uses a quantitative method with primary data obtained through observation and questionnaires. Data analysis techniques include instrument tests, classical assumption tests, and multiple linear analysis tests. The results of the partial test (t-test) showed that the service quality variable had a t-count of 3.044 and a taste of 3.325, both of which were significant at the level of 0.000. This shows that both variables have a significant effect on consumer satisfaction. The simultaneous test (F test) showed an F-count value of 13.716 which means that the quality of service and taste together have a significant effect on consumer satisfaction. The determination coefficient showed a value of 0.248 or 24.8%, meaning that the influence of service quality and taste on consumer satisfaction was 24.8%, while the remaining 75.2% was influenced by other factors outside of this study.