PENGARUH VARIASI PRODUK MAKANAN, KUALITAS LAYANAN, DAN SUASANA TERHADAP MINAT PELANGGAN DI SLEKO FOOD COURT KOTA MADIUN

Abstrak

Sleko Food Court Kota Madiun merupakan salah satu pusat kuliner yang banyak dikunjungi oleh masyarakat. Dalam upaya meningkatkan jumlah pelanggan, faktor-faktor seperti variasi produk makanan, kualitas layanan, dan suasana menjadi aspek penting yang patut diperhatikan. Penelitian ini bertujuan untuk mengetahui pengaruh variasi produk makanan, kualitas layanan, dan suasana terhadap minat pelanggan di Sleko Food Court. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian kausal komparatif. Data dikumpulkan melalui penyebaran kuesioner kepada 96 responden yang merupakan pelanggan Sleko Food Court dengan teknik non-probability sampling. Analisis data dilakukan menggunakan regresi linear berganda untuk mengetahui pengaruh simultan maupun parsial dari variabel bebas terhadap minat pelanggan sebagai variabel terikat. Hasil penelitian menunjukkan bahwa secara simultan, variasi produk makanan, kualitas layanan, dan suasana berpengaruh signifikan terhadap minat beli pelanggan (F = 24,40; p < 0,000). Secara parsial, variasi produk makanan (β = 0,228; p = 0,028), dan suasana (β = 0,454; p = 0,000) berpengaruh signifikan, sedangkan kualitas layanan tidak berpengaruh signifikan terhadap minat beli (β = 0,098; p = 0,159). Nilai koefisien determinasi (R²) sebesar 0,443 menunjukkan bahwa ketiga variabel independen menjelaskan 44,35 variasi dalam minat pelanggan.

Sleko Food Court in Madiun City is one of the culinary centers frequently visited by the public. In an effort to increase the number of customers, factors such as food product variety, service quality, and atmosphere are important aspects that must be considered. This study aims to determine the influence of food product variety, service quality, and atmosphere on customer interest at Sleko Food Court. The research employs a quantitative approach with a causal-comparative research design. Data were collected through questionnaires distributed to 96 respondents who are customers of Sleko Food Court using a non-probability sampling technique. Data analysis was conducted using multiple linear regression to determine both the simultaneous and partial effects of the independent variables on customer interest as the dependent variable. The results show that, simultaneously, food product variety, service quality, and atmosphere have a significant effect on customer purchase interest (F = 24.40; p < 0.000). Partially, food product variety (β = 0.228; p = 0.028) and atmosphere (β = 0.454; p = 0.000) have a significant influence, while service quality does not have a significant effect on purchase interest (β = 0.098; p = 0.159). The coefficient of determination (R²) value of 0.443 indicates that the three independent variables explain 44.3% of the variation in customer interest.