PENGARUH PENGALAMAN PELANGGAN DAN VARIASI MENU TERHADAP KEPUASAN PELANGGAN PADA YAPPAY CABANG TUPAI

Aswin Eka Putra. 2025. The Influence of Customer Experience and Menu Variation on Customer Satisfaction at Yappay Tupai Branch, supervised by Mariah and Iradat Rayhan Sofyan.
This study aims to analyze (1) the influence of customer experience and menu variation on customer satisfaction at Yappay Tupai Branch, (2) the simultaneous influence of customer experience and menu variation on customer satisfaction at Yappay Tupai Branch, and (3) the most dominant variable influencing customer satisfaction between customer experience and menu variation.
The study employed a quantitative approach with a sample size of 95 respondents who are customers of Yappay Tupai Branch. Data analysis techniques used multiple linear regression with data collected through questionnaires using a Likert scale.
The research findings indicate that: (1) Customer experience and menu variation have a partial influence on customer satisfaction. (2) Customer experience and menu variation also have a simultaneous influence on customer satisfaction. (3) Menu variation is the most dominant variable in influencing customer satisfaction.