Pengaruh Harga, Lokasi, Dan Servicescape Terhadap Kepuasan Pelanggan Di Sushi Mentai Di Jalan Gudang Dalam

Abstract

This study aims to determine the influence of Price, Location, and Servicescape on Customer Satisfaction at the Sushi Mentai restaurant on Jalan Gudang Dalam. This is an associative study using quantitative data. The sample in this study consisted of 172 responden selected using a non-probability sampling technique. The data analysis method used was Multiple Linear Regression Analysis. The results of the study show that simultaneously, Price and Location have a significant influence on Customer Satisfaction at Sushi Mentai Jalan Gudang Dalam. Partially, Price and Brand Trust each have a positive and significant influence on Customer Satisfaction. Meanwhile, the Servicescape variable also has a positive influence on Satisfaction but is not statistically significant. These findings indicate that although the physical elements of the restaurant contribute to customer comfort, their influence is not strong enough to significantly increase satisfaction based on the data in this study.