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This study aims to analyze the contribution of business innovation in increasing repeat orders in micro, small, and medium enterprises (MSMEs), with a case study on Nelzz Juice operating in MMTC, Medan City. The research employs a qualitative case study approach, combining in-depth interviews with the owner and staff, direct observation of business operations, and documentation analysis related to business strategies and sales data. The findings indicate that the innovations implemented by Nelzz Juice cover several aspects, namely product innovation, service innovation, and digital marketing strategy innovation. Product innovation is carried out through the selection of fresh and high-quality ingredients, the development of creative menu variations tailored to consumer preferences, and appealing product presentation. Service innovation is reflected in the improvement of service quality, faster order processing, and enhanced friendliness and interaction with customers. Meanwhile, digital marketing innovation has proven effective in expanding consumer reach, increasing engagement, and promoting customer loyalty. The study confirms that the consistent and sustainable application of innovation not only enhances customer satisfaction but also directly contributes to an increase in repeat order frequency. Therefore, business innovation can be considered a key strategy for MSMEs to face market competition, maintain business sustainability, and support sustainable economic growth.

This study aims to analyze the influence of customer service and product innovation on customer satisfaction at Resto Mie Gacoan. Using a quantitative method with an associative approach, data were collected through questionnaires distributed to 40 active customers. Analysis techniques included validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) using SPSS. The results show that product innovation has a relatively more significant influence on customer satisfaction than customer service, though its significance value slightly exceeds 0.05. Customer service does not have a statistically significant effect. Simultaneously, both variables do not significantly influence customer satisfaction. However, the R² value of 12.6% indicates that service and product innovation still contribute to variations in satisfaction, with the rest influenced by other factors not included in the model. These findings suggest that product innovation plays a more crucial role in enhancing satisfaction at Resto Mie Gacoan. Therefore, management is encouraged to prioritize innovative menu development and unique customer experiences in their marketing strategies.

The development of culinary tourism in Indonesia is growing rapidly. Various new types of food, new menus with new names, and new ways of serving food continue to emerge. Mie Gacoan is one of Indonesia's original culinary delights, with a variety of unique menus and names. Mie Gacoan has become one of the most popular spicy noodle products in Indonesia. This study aims to analyze the competitive advantage strategies of Mie Gacoan in Indonesia. The research was conducted using a qualitative descriptive approach. Data collection was carried out through in-depth interviews, digital observations, and documentation. The results of the study indicate that Mie Gacoan's success in attracting and retaining customers amid intense culinary business competition is driven by several key factors, including product differentiation through variations in spicy noodle menus with adjustable levels of spiciness, creative menu names, and continuous product innovation, which serve as the main attractions for consumers. Effective digital marketing strategies through social media, competitive pricing, operational efficiency in service, and strong branding also significantly contribute to Mie Gacoan's competitive advantage. To maintain its position in the market, Mie Gacoan must continue to innovate, adapt to consumer trends, and leverage customer data to enhance overall satisfaction. As a result, Mie Gacoan has successfully established a strong foundation for sustainable growth in Indonesia's culinary industry.

This study aims to determine the effect of place atmosphere, price perception and menu variations on consumer satisfaction at PT Panca Rasa Nusantara. This type of research uses quantitative research methods with primary and secondary data sources. The number of samples in this study was 100 respondents who were determined using the Wibisono formula and purposive sampling technique, namely the technique of determining the sample based on certain considerations. This study uses SPSS 25.0 as a data processing tool. The results of this study indicate that partially the atmosphere of the place has no significant effect on consumer satisfaction, while price perceptions and menu variations partially have a positive and significant effect on consumer satisfaction. While simultaneously showing that the atmosphere of the place, perception of prices and menu variations together have a positive and significant effect on consumer satisfaction.