PENGARUH KUALITAS PELAYANAN DAN VARIASI MENU TERHADAP KEPUASAN KONSUMEN SOSMED CAFÉ ABDULLAH LUBIS MEDAN

This study aims to determine the Effect of Service Quality and Menu Variations on Customer Satisfaction Sosmed Café Abdullah Lubis Medan. This research was conducted at the Sosmed Café Abdullah Lubis Medan with a population of 1100 people. The sampling technique used was purposive sampling with a total sample of 293 people.
The data collection technique used is a questionnaire. The data analysis techniques used are validity and reliability tests, classical assumptions test, regression analysis, t test and F test and the coefficient of determination using the SPSS Statistics 25 program for windows.
Based on the results of the study obtained the regression equation . The value of R2 is 0.231, which means that the service quality variable and menu variations explain the effect on the customer satisfaction variable by 23.1% and the rest is explained by other variables. The results of the study through a partial test that service quality has a positive effect on customer satisfaction of 3.906, the variable menu variation has a positive influence on customer satisfaction of 5.264 with a significant value of 0.000 <0.05. Simultaneous test results obtained that the value of Fcount>Ftable is 43.632 > 3.02 with a significance level of 0.000 which means that the service quality variable and menu variation simultaneously have a positive and significant effect on customer satisfaction Sosmed Café Abdullah Lubis Medan.
The conclusion from the results of this study is that the quality of service and menu variations have a positive and significant effect on customer satisfaction Sosmed Café Abdullah Lubis Medan.