ANALYSIS OF ITB STUDENTS SATISFACTION OF AYAM GEPREK GANYANG

• Main Author: Pring Ligar Gumilang, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35153
• Institution: Institut Teknologi Bandung

The increase of entrepreneurial activity leads to intense competition among different types of restaurants. This is due to the change of culinary taste of the younger generation, which therefore, leads small scale culinary businesses to enhance their capacity to be able to compete in the business and maintain customer satisfaction. Therefore, it is important to investigate what factors affect consumer’s satisfaction in order to fully enjoy their moment buying the products as well as enjoying the service of the restaurant. This research is based on quantitative measurement from primary data, as well as secondary data to support the theoretical findings. This research surveyed 231 respondents from online questionnaire, and is measured using multi linear regression. The result shows a positive correlation between the expected product quality, price, and service quality and easiness with the consumer satisfaction. This research encourages many entrepreneurs to learn the customer’s behavior in terms of satisfaction with their product/ service in order to better improve their business activity in the future.