PENGARUH INOVASI MENU, KUALITAS PELAYANAN, DAN  PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN DI MCD  DARMO SURABAYA

Chrisna Dwi Setya Sutanto; Istiono Istiono

doi:10.61722/jemba.v2i5.1480

Authors

Chrisna Dwi Setya Sutanto Universitas 17 Agustus 1945 Surabaya
Istiono Istiono Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.61722/jemba.v2i5.1480

Keywords:

Inovasi menu, kualitas pelayanan, persepsi harga, kepuasan pelanggan

Abstract

This study aims to determine and analyze the influence of menu innovation, service quality, and price perception on customer satisfaction at McDonald's Darmo Surabaya. Facing competition in the fast-food industry, it is crucial for companies to understand the factors that can increase customer satisfaction. The three independent variables studied menu innovation, service quality, and price perception are considered important elements influencing consumer decisions and experiences.This study used a quantitative approach with a survey method. Data were obtained through questionnaires from 100 respondents and analyzed using multiple linear regression with SPSS version 26. The F-test results indicated that menu innovation, service quality, and price perception simultaneously had a significant effect on customer satisfaction. The calculated F-value of 75.599 was greater than the F-table value of 2.70, with a significance level of 0.000. Partially, the t-test results indicate that these three variables also significantly influence customer satisfaction, with calculated t-values of 2.685 (menu innovation), 4.603 (service quality), and 2.223 (price perception), all exceeding the t-table value of 1.985 and significantly below 0.05. The adjusted R² value of 0.693 indicates that 69.3% of the variation in customer satisfaction is explained by these three variables.The results of this study conclude that to maintain and improve customer satisfaction, McDonald's Darmo Surabaya needs to continue innovating its menu, improving service quality, and maintaining price perceptions that align with customer perceived value.

References

Adelia, E. P. (2024). Pengaruh Kualitas Pelayanan, Persepsi Harga, dan Fasilitas terhadap Kepuasan Konsumen pada D’Coffee Cup Prapen Surabaya. Jurnal Ekonomi dan Bisnis.

Adnyana, D. G. (2022). Pengaruh Kualitas Pelayanan dan Persepsi Harga terhadap Kepuasan dan Loyalitas Pelanggan Gojek di Kota Denpasar. Jurnal Manajemen dan Bisnis.

Cynthia, V. &. (2023). Pengaruh Brand Image, Kualitas Produk dan Persepsi Harga terhadap Kepuasan Pelanggan di Kopi Tuku Grand Galaxy Bekasi. Jurnal Ilmu Manajemen.

Febriana, F. D. (2023). Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga terhadap Kepuasan Pelanggan pada Tanam Coffeeshop Kaligarang Semarang. Jurnal Ekonomi dan Bisnis.

Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Hadiwijaya, T. &. (2022). Pengaruh Kualitas Produk, Persepsi Harga, dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan di Hours Coffee and More Jakarta. Jurnal Riset Manajemen.

Hikmawati, M. (2017). Metodologi Penelitian Manajemen. Jakarta: Mitra Wacana Media.

Hutapea, M. H. (2024). Pengaruh Kualitas Pelayanan, Persepsi Harga dan Cita Rasa terhadap Kepuasan Konsumen pada Durian Kocok 77 Tempuling. Jurnal Manajemen Bisnis Kuliner.

Ketaren, N. L. (2024). Pengaruh Kualitas Pelayanan, Kualitas Produk, dan Persepsi Harga terhadap Kepuasan Konsumen 28 Coffee Yogyakarta. Jurnal Administrasi dan Bisnis.

Kotler, P. &. (2016). Marketing Management (15th ed.). Pearson Education.

Monroe, K. B. (1990). Pricing: Making Profitable Decisions. New York: McGraw-Hill.

Parasuraman, A. Z. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50.

Sari, A. &. (2021). Pengaruh Inovasi Menu Terhadap Kepuasan Pelanggan. Jurnal Manajemen dan Bisnis, 8(2), 115–124.

Stanton, W. J. (2004). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Sukmawati, R. (2023). Pengaruh Kualitas Produk, Harga, dan Pelayanan terhadap Kepuasan Konsumen Garden Café Koperasi Mahasiswa Universitas Negeri Yogyakarta. Jurnal Ekonomi dan Kewirausahaan.

Trismaya, E. O. (2023). Pengaruh Kualitas Pelayanan, Persepsi Harga dan Lokasi terhadap Kepuasan Konsumen (Studi Kasus pada Warung Makan Pak Rakim Ds. Mlorah Kec. Rejoso). Jurnal Ilmu Ekonomi dan Bisnis.

Wijaya, W. R. (2023). Pengaruh Harga, Kualitas Produk dan Kualitas Layanan terhadap Kepuasan Konsumen (Studi Kasus pada Restoran ABC di Pantai Indah Kapuk). Jurnal Riset Pemasaran.

Zeithaml, V. A. (1998). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.