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This study aims to thoroughly examine the influence of menu variety, taste, and price on customers' purchasing decisions at CEZ-ROS Restaurant, located in Kediri Regency. Understanding these factors is crucial for the restaurant to enhance customer satisfaction and improve sales performance. The research employs a quantitative approach with an associative research type, designed to explore relationships between variables. The sampling technique used is accidental sampling, where respondents were selected based on convenience and their availability during the data collection period. This method allows for practical and efficient data gathering from actual restaurant customers. Data analysis involves several statistical tests to ensure accuracy and reliability. Initially, validity and reliability tests were conducted to confirm the suitability of the questionnaire. Then, multiple linear regression analysis was used to determine how menu variety, taste, and price individually and collectively influence purchasing decisions. Additionally, t-tests assessed the significance of each independent variable, while the F-test evaluated their simultaneous effect. The coefficient of determination (R²) provided insight into how much variation in purchasing decisions could be explained by these variables. The results indicate that menu variety, taste, and price significantly impact purchasing decisions both individually and together. Specifically, customers prefer restaurants offering a diverse menu, delicious food, and reasonable pricing. The F-test confirms the strong combined effect of these factors on consumer behavior. However, the coefficient of determination also suggests that while these variables are important, other external influences such as service quality, ambiance, and promotions may also affect purchasing decisions. Overall, this study highlights that CEZ-ROS Restaurant should focus on maintaining menu diversity, enhancing taste quality, and setting competitive prices to attract and retain customers effectively.

This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

This study examine the impact of product quality and service quality on consumer loyalty toward Bakso Adi, a local culinary business in Lampung, Indonesia. In recent years, consumers have become increasingly discerning, making product satisfaction and service experience crucial elements in shaping their loyalty. The research aims to examine how these two variables affect customer loyalty behavior, including repeat purchases, positive recommendations, and resistance to switching brands. The study employs a quantitative approach using a multiple linear regression model, with data collected through a questionnaire to 100 respondents (purposive sampling). The findings is both product quality and service quality significantly positively impact consumer loyalty. Product quality influences loyalty by meeting consumer expectations in taste and consistency, while service quality contributes through positive emotional experiences during customer interactions. These findings highlight the dual importance of maintaining high standards in both product and service aspects to retain customer trust and engagement. In conclusion, businesses like Bakso Adi must prioritize continuous improvement in product quality and service delivery to foster long-term customer loyalty. This study contributes to the understanding of loyalty formation in local food businesses and offers practical insights for customer retention strategies.

Along with the development of the era, many hotels and restaurants have sprung up both in big cities and in small towns. Thus, it can be seen that the business sector has become an arena of fierce and never-ending competition. The increasing establishment of restaurants in various places is the result of increasing market demand. Understanding the elements that influence the level of customer satisfaction is important. The purpose of this study is to explain how the influence of menu variation, taste and price on consumer satisfaction mediated by service quality. This study uses the theory of Planned Behavior with a sample size of 100 people and uses a purposive sampling technique. Data collection in this study was carried out using a questionnaire method via google form. The data analysis technique used in this study is SEM-PLS. The results of the study showed that the menu, taste, price have a significant effect on service quality, taste, price and service quality have a significant effect on consumer satisfaction while the menu does not have a significant effect on waiter satisfaction. Taste and price have a significant effect on consumer satisfaction through service quality as mediation, while the menu does not affect consumer satisfaction mediated by service quality. The results of this study can be used by cafes and restaurants to improve their services so that they can increase the satisfaction of consumers who come..

Beverage business competition in the modern era is growing rapidly due to marketing developments and the many beverage and food brands that have become popular in the community. This makes business competition must develop its business to be more attractive. Indonesians not only drink mineral water, but also tea. The popularity of tea, encourages many beverage manufacturers to try to produce new products. Vina's iced tea makes iced tea with a combination of sweetened condensed milk, one of the popular types of tea. This study aims to analyze the effect of tea flavor intensity and ice cube texture on iced tea marketing strategies in Tambak Rejo Village, Waru, Sidoarjo. In the beverage industry, flavor and texture are important factors that influence brand image and product attractiveness in the market. This study uses qualitative and quantitative methods, to find out how consumers respond to the quality of the tea flavor they offer and the freshness of the ice cubes, and how these two factors affect the region. We are investigating how this can help increase sales of iced tea. This study shows that improving the unique taste of tea and the use of ice cubes with optimal texture can improve consumer experience, strengthen brand image, and influence purchasing decisions. Therefore, a strategy to improve product quality by considering aspects of taste and texture is the main key to increasing the competitiveness and sales of ice the village of tambak rejo. This article uses the Praticipatory learning and action (PLA) method or active field learning method is a participatory research method in which consumers and business actors are directly involved in the process of community service activities. In the context of iced tea sales strategies, the PLA method is used to understand how the intensity of tea flavor and texture of ice cubes affect consumer satisfaction and increase sales. 

This study aims to analyze consumer trust levels toward Roti Aoka in the Pamarayan region. Roti Aoka, a flagship product of PT Indonesia Bakery Family, is widely known for its affordability (IDR 2,000–IDR 4,000) and good quality. Using a survey questionnaire method with purposive sampling, 100 respondents were selected based on their experience consuming Roti Aoka. The data shows that 97.2% of respondents are familiar with the product, while 98.1% have purchased it. The majority of respondents (81.1%) expressed satisfaction or high satisfaction with the product's quality, taste, and price. However, there is room for improvement, with 39.6% of respondents giving neutral responses regarding quality. This study highlights the importance of flavor innovation, ingredient education, and service enhancement to maintain consumer loyalty.

Finding out what makes Gudeg Yu Djum Wijilan Yogyakarta customers happy is the main goal of this study. Customer satisfaction (Y) is the dependent variable, whereas taste and service quality are the independent factors. One hundred Gudeg Yu Djum Wijilan Yogyakarta consumers who have bought and eaten this product make up the sample for this study. It is SPSS 25 that is utilized for the analysis. Research and analysis employing regression analysis led to the conclusion that High-Quality Taste and Service Significantly Impact Consumer Satisfaction.

Sendy’s Fresh Fruit Juice & Fruit Soup is an MSME business operating in the culinary and beverage sector that has developed in Gresik City. In the midst of a lot of competition with similar beverage products, Sendy's Fresh Fruit Juice & Fruit Soup is able to compete in sales and earn profits that continue to increase. The aim of this research is to determine the influence of service quality, price perception and taste on consumer satisfaction with Sendy's Fresh Fruit Juice & Fruit Soup. The population in this study were consumers of Sendy's Fresh Fruit Juice & Fruit Soup. The method used in this research is quantitative with an associative type of research. This research used an accidental sampling method with 100 respondents. The data sources used in this research are primary data and secondary data. With the help of the IBM SPSS 23 application, the research results show that: (1) service quality, price perception and taste have a significant effect on consumer satisfaction in the Sendy Fresh Fruit Juice & Fruit Soup business, (2) service quality has a positive and significant effect on satisfaction consumers in the Sendy Fresh Fruit Juice & Fruit Soup business, (3) price perception has a positive and significant effect on consumer satisfaction in the Sendy Fresh Fruit Juice & Fruit Soup business, (4) taste has a positive and significant effect on consumer satisfaction in the Fresh Fruit Juice business & Sendy Fruit Soup.

The purpose of this research is to determine the variables price (X1), taste (X2) and service quality (X3) on consumer satisfaction (Y) at Caffe Tandalan Blitar. This type of research is quantitative research. The data collection techniques used are primary data and secondary data. Sample selection used Accidental Sampling, the number of samples in this study was 187 respondents at Caffe Tandalan Blitar. This research data was obtained from questionnaires, interviews and literature studies. The analysis techniques used are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, T Test, F Test and Coefficient of Determination Test. The research results showed that the multiple linear regression equation Y= - 1.739 + 0.320 T test results: The taste variable has a partially significant effect on consumer satisfaction with a sig result of 0.000 <0.05. t test results, the service quality variable has a partially significant effect on consumer satisfaction with a sig result of 0.000 < 0.05. The F test results obtained Fcount results with a significance value of 0.000 < 0.05. From the results of the analysis it can be concluded that price, taste and service quality have a simultaneous and significant effect on consumer satisfaction.

The purpose of this research is to find out and understand the things that can encourage purchasing decisions for a product in a coffee shop, namely service quality, product quality, and price accompanied by a brand image. The population and sample in this study were 125 respondents who made purchases at coffee shop outlets at least twice in the last 1 month, aged 18-25 years, and domiciled in DKI Jakarta. The analytical method used is the Structural Equation Model (SEM). In this study it was found that service quality, product quality, price and brand image influence purchasing decisions. And for service quality, product quality and price affect brand image. Based on the results of this study, the coffee shop must maintain and improve the quality of service which is considered good in providing satisfaction for its customers. After that, the product strategy implemented by the coffee shop is to prioritize the quality of taste and characteristics that are not found in other products so that consumers are attracted. Then, in terms of price, it is expected that the coffee shop will set a more affordable price, compared to the prices of other products.

A form of strategy to influence consumer satisfaction can be done by providing good quality service. Consumers feel that what they want will be served responsively, besides this, the variety of products available will fulfill consumers' taste desires. A comfortable cafe atmosphere can make consumers feel satisfied and want to make repeat purchases. The aim of this research is to determine the influence of service quality, product diversity and cafe atmosphere on consumer satisfaction at Akar Coffee Wates. This research uses a quantitative approach with a sample of 112 respondents. From the results of the t test, service quality has a significant effect on consumer satisfaction with a sig value of 0.000 < 0.05, so H0 rejected and Ha accepted. Then product diversity has a significant effect on consumer satisfaction with a sig value of 0.000 < 0.05, so H0 rejected and Ha accepted. And the atmosphere of the cafe has a significant effect on consumer satisfaction with a sig value. 0.000 < 0.05 then H0 rejected and Ha accepted. In the F test results, a Sig value of 0.000 <0.05 is obtained, so H0 rejected and Ha accepted, meaning that service quality, product diversity and cafe atmosphere simultaneously influence consumer satisfaction at Akar Coffee Wates.