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Muhammad Farhan; Hendri Herman; Mefri Yudi Wisra

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

This study aims to analyze the influence of workforce agility, job satisfaction, and job engagement on employee adaptive performance at PT. MMT Buana Logistik. The dynamic logistics industry requires employees who have high adaptability to technological changes and operational demands. This type of research is quantitative causality with an explanatory approach. The population in this study were all employees of PT. MMT Buana Logistik, totaling 49 people, with the sampling technique used saturated sampling (census). Data were collected through questionnaires with a 5-point Likert scale. Data analysis techniques used included instrument testing (validity and reliability), testing of classical assumptions (normality, multicollinearity, and heteroscedasticity), and multiple linear regression analysis. Hypothesis testing was carried out through t-tests (partial), F-tests (simultaneous) and coefficient of determination (R2). The results showed that workforce agility, job satisfaction, and job engagement partially and simultaneously have a positive and significant influence on employee adaptive performance. These findings imply the importance of managing work flexibility, fulfilling employee satisfaction, and increasing work engagement to build adaptive human resources to support company competitiveness in the logistics industry.  

Syifa Nur Andiefa; Hari Subagio

Maslahah : Jurnal Manajemen dan Ekonomi Syariah 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This study aims to investigate the influence of Work Environment, Workload, and Leadership Style on Job Satisfaction among Non -Medical Employees at Daya Medika Clinic in West Jakarta. This study used a Likert-scale questionnaire and involved a sample of 43 employees using a non-probability sampling method and saturated sampling technique. The results of a multiple linear regression analysis using SPSS version 26 indicate that Work Environment has a positive and significant effect on Employee Job Satisfaction, Workload has no significant effect on Employee Job Satisfaction, while Leadership Style has a positive and significant effect on Employee Job Satisfaction. These findings provide insights for Daya Medika Clinic management in improving the quality of the work environment and implementing appropriate leadership styles to enhance employee job satisfaction. These findings have practical implications for improving employee performance and organizational effectiveness, and serve as a reference for further research in the field of human resource management.

Fauzan Azmi; Farhan Indra

Tabsyir: Jurnal Dakwah dan Sosial Humaniora 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This study aims to analyze the management of Ikhwanul Ikhlas Wisata Travel in Medan in terms of pilgrim recruitment processes, manasik guidance patterns, assistance systems in the Holy Land, as well as indicators and evaluation of customer satisfaction. The background of this study is based on the increasing competition among Umrah travel agencies, which requires professional, transparent, and customer-oriented services to build trust and loyalty. In this context, Ikhwanul Ikhlas Wisata becomes an interesting case due to its consistency in guiding pilgrims from the initial stage to post-return.This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews with three key informants representing management, the company director, and marketing personnel. Data analysis was conducted through data reduction, data display, and conclusion drawing to obtain a comprehensive understanding of Umrah travel management practices.The findings reveal that Ikhwanul Ikhlas Wisata implements a recruitment system that emphasizes transparency in package information, costs, facilities, and departure schedules. Manasik guidance is conducted through both theoretical and practical sessions on a regular basis and supported by competent tour leaders and mutawwif. Customer satisfaction is measured through indicators such as repeat participation, recommendations to family or relatives, and post-return testimonials. The evaluation of satisfaction is utilized as a foundation for continuous improvement in recruitment strategies, guidance patterns, and service quality.

Chiska Edelweis Hahury; Ambarwati Soetiksno; Saul Saleky

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2026 CV. ALIM'SPUBLISHING

This study aims to analyze the factors influencing customer satisfaction at PT JNE Cabang Latta Ambon, focusing on five dimensions of service quality according to the SERVQUAL model: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Data were collected through a questionnaire distributed to 145 respondents using shipping services. The results of the analysis indicate that of the five dimensions, only the Empathy dimension has a positive and significant effect on customer satisfaction (β = 0.204; p = 0.048). The other variables, while showing positive effects, did not demonstrate statistical significance. The regression model developed was able to explain approximately 22.1% of the variation in customer satisfaction, emphasizing that there are other factors beyond the measured dimensions that also influence satisfaction. The F-test results show that, simultaneously, all five dimensions of service quality significantly affect customer satisfaction, supporting the SERVQUAL theory that highlights the importance of a multidimensional approach in service delivery. Practical implications of this study suggest that PT JNE Latta Ambon should focus more on enhancing empathy and responsiveness in service, while maintaining the quality of other aspects as a minimum standard. This research provides valuable insights for developing more effective customer-oriented service strategies and opens opportunities for further research in this field.

Hillery Briliani Octarina; Dini Fakhriza Alamiyah; Devita Mahajana; Antonia Alfa Yatitawi Pekey

Journal of Educational Innovation and Public Health 2026 Pusat Riset dan Inovasi Nasional

The quality of interaction between physicians and patients plays a crucial role in the healthcare system, as it directly affects patient satisfaction. Ineffective communication by physicians may reduce patient satisfaction and increase the risk of complaints and medical disputes. This study aims to analyze the relationship between doctor–patient communication patterns and patient satisfaction in outpatient services. This research employed a quantitative approach with an observational analytic design using a cross-sectional method. The study population included all outpatient patients, with a sample of 110 respondents selected through accidental sampling. The independent variable was doctor–patient communication, while the dependent variable was patient satisfaction. Data were collected using a questionnaire, and analysis was performed using the Chi-Square test with a 95% confidence level. The results showed that the majority of respondents rated doctor–patient communication as good (80.9%) and reported high levels of satisfaction (75.5%). The analysis revealed that among respondents who experienced good communication, 84.3% reported high satisfaction, whereas the proportion of high satisfaction decreased significantly in the groups with moderate and poor communication. In conclusion, there is a significant relationship between the quality of doctor–patient communication and patient satisfaction in outpatient services, where improvements in communication quality are consistently associated with increased patient satisfaction.

Rivanti Putri Kusuma Anwar

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2026 CV. ALIM'SPUBLISHING

PT Bank Pembangunan Daerah Jawa Timur Tbk (“Bank Jatim”) is a regional-owned company engaged in banking. The main activity of this company is to collect and channel funds and provide other banking services to all customers in the East Java region.  With the tagline "Yang Terbaik Untuk Anda", Bank Jatim maximizes the best potential ranging from services to the provision of products that continue to be developed and created technology-based to achieve BPD Regional Champion. It will not be achieved without the role of optimal human resources. The purpose of this study was to test and analyze the effect of employee empowerment on employee engagement through job satisfaction in employees of the corporate secretary division of Bank Jatim Surabaya Head Office. Where the employee empowerment variable has four indicators, the four of which will be studied, namely sense of meaning, sense of competence, self determination, impact. This research is causality research with a quantitative approach. Sampling technique used saturated samples with a total of 37 respondents in the corporate secretary division of Bank Jatim Surabaya Head Office. The statistical analysis used in this research is partial least square (PLS) with the help of smartPLS 3.0 software. The results of this study explain that employee empowerment has a positive and significant effect on employee engagement, employee empowerment has a positive and significant effect on job satisfaction. Job satisfaction has a positive and significant effect on employee engagement. Job satisfaction is able to mediate the relationship between employee empowerment and employee engagement.

Maelivia Azilyah; Fitria Dewi Rahmawati; Yanto Haryanto; Bhakti Aryani

Jurnal Ilmu Kesehatan dan Gizi 2026 Pusat Riset dan Inovasi Nasional

The implementation of digital health information systems, such as e-Puskesmas, plays an important role in supporting electronic medical records in primary healthcare facilities. However, technical constraints, including network instability and system integration issues, may affect user satisfaction among healthcare workers. This study aims to analyze healthcare workers’ satisfaction in using e-Puskesmas based on the End User Computing Satisfaction (EUCS) method. This research employed a quantitative analytic approach with a cross-sectional design, involving 35 healthcare workers at Puskesmas Klangenan using total sampling. The variables consisted of five EUCS dimensions, namely content, accuracy, format, ease of use, and timeliness. Data were collected using a structured questionnaire with a Likert scale and analyzed using descriptive statistics and Spearman correlation test. The results showed that user satisfaction was categorized as very satisfied across all EUCS dimensions, with mean scores ranging from 4.11 to 4.47. All EUCS dimensions had a positive and significant relationship with user satisfaction (p < 0.05), with format and ease of use showing the strongest correlations. It can be concluded that the quality of system and information in e-Puskesmas significantly influences healthcare workers’ satisfaction, indicating the need for continuous system development to support optimal healthcare services.

Maria Modesta Missi Mone; Kristina Asmiyati; Katarina Kaur; Maria Teresa Kowalska; Maria Sefriani Trisnayati

Jurnal Pengabdian Masyarakat Nian Tana 2026 Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

This study aims to determine the application of competitive Human Resource Management (HRM) to employee productivity at Angkringan Lestari Restaurant. Human resources are a crucial factor in the success of a business, particularly in the culinary industry, which relies heavily on service quality, work speed, discipline, and employee ability to serve customers. Competitive HRM implementation is achieved through improving employee performance, knowledge, skills, motivation, discipline, and assigning appropriate responsibilities to employees to optimally increase work productivity.The research method used was descriptive qualitative, with data collection techniques through observation, interviews, and documentation. The study was conducted at Angkringan Lestari Restaurant, focusing on the application of HRM to support employee productivity. The results indicate that the implementation of competitive HRM positively impacts employee productivity. This is evident in improved service quality, punctuality, employee collaboration, and increased customer satisfaction with the service provided.Furthermore, work performance, knowledge, and skills are important factors in increasing employee productivity. However, several obstacles remain, such as limited job training and a lack of continuous competency development. Therefore, efforts are needed to improve the quality of human resources through training, work motivation, and skills development so that employee productivity can continue to increase and be able to compete competitively.

Fitri Isma Widayanti; Weni Rosdiana

Perspektif Administrasi Publik dan hukum 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The Ten Scholars per Village Scholarship Program is a policy of the Government of Bojonegoro Regency aimed at improving access to and equity in higher education for rural communities through tuition fee (UKT) assistance. This study aims to analyze the effectiveness of the program implementation in Kepohbaru District using a descriptive qualitative approach and five effectiveness indicators proposed by Campbell J.P., namely program success, target achievement, satisfaction with the program, input and output levels, and goal attainment. Data were collected through interviews, observations, and documentation involving the Education Office, sub-district and village governments, scholarship recipient students, and the parents of scholarship recipients as informants. Data analysis was conducted based on Sugiyono’s model, including data reduction, data display, and conclusion drawing/verification, with validity tested through triangulation. The results show that the program has been implemented sustainably and contributes to supporting the continuity of higher education for rural students. Target achievement has been administratively fulfilled, although equity and quota distribution remain challenges. The level of satisfaction among recipients and parents is relatively good; however, there are still obstacles related to information dissemination and administrative processes. In terms of input and output indicators, the program is considered fairly effective as it consistently distributes financial assistance. Overall, the program is fairly effective in increasing access to and continuity of higher education, although improvements are still needed in terms of equity and implementation quality.

Maria Rasdiana Bure; Yosefin Vitrian Nona Tresna; Maria Olgantina Lue; Camelia Indriani Trisanty Lodan; Maria Imelda Dua Ate

Jurnal Pengabdian Masyarakat Nian Tana 2026 Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Human resources (HR) are an important factor in determining the success of a business because they play a role in increasing productivity, service quality, and company competitiveness. In an era of increasingly intense business competition, companies are required to have a competitive, professional workforce that is capable of adapting to technological developments and customer needs. This paper aims to identify competitive human resource development strategies at Helen Cempaka Bakery and their impact on business progress. The method used in this paper is a descriptive method with a literature study approach and observation of the business conditions at Helen Cempaka Bakery. The results of the discussion show that human resource development strategies at Helen Cempaka Bakery are implemented through job training, guidance and supervision, motivation, improvement of work discipline, teamwork development, and the use of modern technology and equipment. In addition, indicators of competitive human resources include ability, expertise, knowledge, and good work attitudes. Human resource development has a positive impact on improving employee performance quality, business productivity, service quality, and customer satisfaction. Therefore, continuous human resource development is highly necessary so that Helen Cempaka Bakery can maintain competitiveness and continue to grow amid business competition.

Andi Riski Firnanda; Hildawati Hildawati

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2026 CV. ALIM'SPUBLISHING

The development of Micro, Small, and Medium Enterprises (MSMEs) in the traditional culinary sector in Dumai City has shown significant growth, particularly in bolu kembojo products. Increasing competition requires business actors not only to focus on product quality but also to implement business ethics in their operations. This study aims to analyze the role of business ethics in enhancing customer loyalty toward bolu kembojo MSME products in Dumai City. This research employs a qualitative approach using a case study method, with informants consisting of MSME owners and consumers selected purposively. Data collection techniques include interviews, observations, and documentation, while data analysis is conducted using an interactive model involving data reduction, data display, and conclusion drawing. The findings indicate that the implementation of business ethics, such as honesty, responsibility, and good service, can enhance customer trust and satisfaction. These factors subsequently encourage repeat purchases and positive word-of-mouth recommendations. The implication of this study suggests that the application of business ethics is a crucial strategy for MSMEs in strengthening customer loyalty and sustaining business continuity.

Ginanjar Suendro

Journal of Economic Empowerment and Community Service 2026 STIE Cendekia Karya Utama

This study aims to analyze and design a marketing strategy training program to improve the performance of marketing personnel at Titan (Home) WiFi as an internet service provider. In the increasingly competitive digital era, effective marketing strategies are essential to enhance customer acquisition, retention, and overall business performance. This training focuses on strengthening marketing competencies, including market analysis, digital marketing utilization, customer relationship management, and communication skills.The method used in this study is a descriptive qualitative approach involving 21 marketing personnel as participants. Data were collected through observation, semi-structured interviews, questionnaires, and documentation. The evaluation of the training program was conducted by comparing participants’ understanding before and after the training, supported by questionnaire scores and interview results.The results indicate that 83% of participants showed improved understanding of target market analysis and digital marketing strategies, while 78% demonstrated better communication and customer relationship management skills. In addition, there was a 20% increase in promotional effectiveness and a 15% improvement in customer satisfaction based on internal performance data. These findings suggest that the implementation of structured marketing strategy training can significantly enhance marketers’ competencies, optimize promotional activities, and improve service quality. Therefore, continuous and adaptive training programs are recommended to ensure sustainable marketing performance improvement in the dynamic telecommunications industry

Johann Wahyu Hasmoro Prawiro; Ammar Harun Rizki

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2026 CV. ALIM'SPUBLISHING

This study aims to explore the meaning of service excellence from the perspective of hotel employees at Kinasih Resort Depok, Indonesia. Most existing research on service excellence has focused on guest satisfaction, leaving the subjective experiences of employees as service providers underexplored. This study employs a qualitative approach with a descriptive phenomenological design. Data were collected through in-depth interviews, participatory observation, and documentation from five purposively selected informants across the F&B Service, Housekeeping, Front Office, Human Resources, and management departments. Data analysis followed Moustakas's phenomenological procedure encompassing epoché, horizonalization, theme clustering, and essence description. Findings reveal that employees construct layered meanings of service excellence according to their hierarchical positions: frontline workers emphasize friendliness and responsiveness, supervisors emphasize speed and problem resolution, while management frames it as a holistic service ethos encompassing internal relationships. Emotional labor emerged as an inevitable dimension managed through collaboration, prioritization, and de-escalation strategies. Organizational factors including training systems, communicative leadership, guest feedback-based evaluation, and managerial attention to employee well-being demonstrably shape how employees internalize service excellence values. This study contributes to employee-centered literature on service excellence and offers practical implications for human resource development in resort contexts.

Silvia Harilona; Almasdi, Almasdi

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2026 CV. ALIM'SPUBLISHING

This study was motivated by the gap between employee performance evaluations and the quality of health services at Dr. Adnaan WD Payakumbuh Regional General Hospital. Although the majority of employees received a “Good” performance rating through the e-Kinerja system and SKP, the public still complained about slow service, long lines, a lack of empathy among staff, and poor coordination between units. This study aims to analyze the implementation of performance management in relation to improvements in employee performance and the quality of healthcare services. The research method employs a descriptive qualitative approach, utilizing data collection techniques such as in-depth interviews, observations, and documentation involving hospital management, medical and non-medical staff, as well as patients. Data analysis utilizes the Miles and Huberman model through data reduction, data presentation, and drawing conclusions. The results indicate that the implementation of performance management is not yet optimal because it remains administratively oriented and has not been integrated with service quality. Issues were identified in the areas of human resources, facilities, coordination, supervision, as well as low levels of empathy and service responsiveness. The study concludes that the performance management system does not yet fully support improvements in the quality of healthcare services; therefore, an evaluation based on service outcomes and patient satisfaction is required.

Sri Rahayu

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

This study aims to qualitatively analyze the impact of order cancellations and customer ratings on the performance, performance, and income of online motorcycle taxi (Gojek) drivers in the Slawi region. The research method used a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation of a number of active drivers. The results show that the high rate of order cancellations, both from customers and the system, negatively impacts driver income stability and reduces work time efficiency. Furthermore, customer ratings play a crucial role in determining driver access to orders, incentives, and account sustainability. Drivers with low ratings tend to experience decreased performance due to limited opportunities to receive orders. On the other hand, the pressure to maintain high ratings also affects drivers' psychological state and work strategies. This study concludes that order cancellations and customer ratings are crucial factors that are interrelated in influencing the work quality and welfare of online motorcycle taxi drivers. Therefore, fairer and more transparent platform policies are needed to maintain a balance between customer satisfaction and driver protection.

Annisa Zahra; Aprillia Dwi Astuti; Dewi Agustina; Sahkira Nabila Utami Siregar; Sry Wulan Silaban +8 more

Jurnal Ilmu Kesehatan dan Gizi 2026 Pusat Riset dan Inovasi Nasional

Telemedicine is a technology-based healthcare innovation that can improve access and efficiency. The quality of service provided by human resources (HR) plays a crucial role in determining patient satisfaction. This study aims to analyze the influence of HR service quality on patient satisfaction among telemedicine users. The method used was a literature review using a qualitative descriptive approach through analysis of scientific articles from various databases published between 2020 and 2025. The results indicate that HR service quality significantly influences patient satisfaction, particularly through aspects of reliability, responsiveness, assurance, empathy, and effective communication. Patient satisfaction is also influenced by ease of access, time efficiency, and trust in the services provided. However, limitations such as the lack of in-person physical examinations remain a challenge in the implementation of telemedicine. Therefore, improving HR competency, particularly in digital communication and technology utilization, is essential to improving the quality of telemedicine services. Therefore, HR service quality is a key factor in increasing patient satisfaction and the successful development of digital healthcare services.

Moch. Wildani Dwi Sulaiman; Nur Khasanah; Faidhiyatul Muna Iza; Mu’alimin Mu’alimin

Jurnal Bisnis Inovatif dan Digital 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Work motivation, job satisfaction, and employee performance are key aspects of management psychology that continue to evolve as organizational productivity demands increase. In an era of global competition, organizations are required to manage human resources effectively by enhancing work motivation and job satisfaction to achieve optimal performance. This study aims to examine the relationship between work motivation and employee performance, as well as to analyze the role of job satisfaction as a mediating variable in that relationship. The method used is a literature review with a qualitative approach. Data were collected through the Google Scholar and Publish or Perish databases using keywords related to work motivation, job satisfaction, and employee performance from a management psychology perspective. From 25 articles found between 2022 and 2026, 5 of the most relevant articles were selected for further analysis.The results of the study indicate that work motivation has a significant influence on employee performance, both directly and indirectly through job satisfaction as a mediating variable. Additionally, there is a growing trend toward the integration of management psychology approaches in efforts to enhance employee performance. Thus, it can be concluded that the simultaneous management of motivation and job satisfaction is a key factor in achieving optimal performance. Further research is recommended to develop a more comprehensive and integrative model.

Khadarianti Khadarianti; Nurman Nurman; Muhammad Ilham Wardhana Haeruddin; Muhammad Ichwan Musa; Nurul Fadilah Aswar

Epsilon : Journal of Management (EJoM) 2026 Lembaga Pengabdian Masyarakat Universitas Ichsan Gorontalo

The rapid development of coffee shop businesses in Indonesia has intensified competition among business actors, requiring companies to implement effective marketing strategies to maintain customer loyalty and encourage repeat purchases. In this context, brand image and Electronic Word of Mouth (E-WOM) are considered important factors that influence consumer perceptions and purchasing behavior. A positive brand image can create favorable impressions in the minds of consumers, while Electronic Word of Mouth through digital platforms allows customers to share experiences and opinions about products or services with a wider audience. This study aims to analyze the effect of brand image and Electronic Word of Mouth on Repurchase Decision with Customer Satisfaction as an Intervening variable. The research was conducted on consumers of Ashbab Coffee who had previously purchased its products. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to respondents who met the research criteria. The collected data were then analyzed using statistical analysis techniques to determine the relationship between the variables studied. The results of the study indicate that brand image and Electronic Word of Mouth have a positive and significant influence on Customer Satisfaction and Repurchase Decision. In addition, Customer Satisfaction also acts as a mediating variable that strengthens the relationship between brand image, Electronic Word of Mouth, and Repurchase Decision. These findings suggest that maintaining a positive brand image and encouraging positive Electronic Word of Mouth can increase Customer Satisfaction and encourage consumers to make repeat purchases.

Lukman Medriavin Silalahi; Iksan Bukhori; Mia Galina; Antonius Suhartomo; Erwin Sitompul

Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia (JPPMI) 2026 Sekolah Tinggi Ilmu Administrasi Yappi Makassar

The rapid development of the Industrial Revolution (IR) 4.0  and the transition towards Society 5.0 demand an increase in digital literacy and a basic understanding of technology systems starting from secondary education. The Community Service (CS) Program conducted by the Department of Electrical Engineering Universitas Presiden aims to introduce the concepts of logic gates and digital systems to students of SMA 1 Cikarang Pusat. This CS integrates theoretical explanations and simulation practice using the online platform Circuitverse. This CS was evaluated using a Likert scale (1–4) questionnaire instrument, namely Expectation (Importance) and Performance, with a total of 40 student respondents. The analysis results show that all indicators received an average performance score above 3.30, with satisfaction indices ranging from 82.50% to 90.62%, which falls into the very high category. The indicator for the use of appropriate technology received the highest score of 90.62%, indicating the relevance of the material to current technological developments. The Importance–Performance Analysis (IPA) shows that most indicators are in the 'maintain performance' quadrant, indicating alignment between participants' expectations and the activity's performance. These findings suggest that the workshop is effective in enhancing students' understanding of basic digital system concepts while also fostering interest in engineering and technology fields. The activity underscores the strategic role of universities in bridging the technology literacy gap at the secondary education level in response to the challenges of the IR4.0 and Society 5.0.

I Gede Agustin Anggara Putra; Desak Made Purnama Dewi; I Ketut Sutapa

JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 2026 CV. ALIM'SPUBLISHING

This study analyzes the effect of pastry menu innovation and breakfast service on guest satisfaction at Hotel Indigo Seminyak Bali. The increasing competition in the hospitality industry requires hotels to continuously improve service quality and guest experience. Menu innovation and breakfast service are key factors that directly influence guest satisfaction, particularly through the overall dining experience during guests’ stay. This research used a quantitative descriptive approach with data collected through questionnaires, observation, and documentation from 120 respondents selected using purposive sampling. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, and F-test with SPSS version 26. The results show that menu innovation has a positive and significant effect on guest satisfaction (p < 0.05). Breakfast service also has a positive and significant effect on guest satisfaction (p < 0.05). Simultaneously, both variables significantly influence guest satisfaction (F = 41.701). Among the two variables, breakfast service is the most dominant factor affecting guest satisfaction. These findings indicate that improving menu innovation and breakfast service can enhance guest satisfaction and strengthen competitiveness in the hospitality industry.