THE INFLUENCE OF SERVICE AND TASTE ON WARUNG DENOKS MSMES ON CONSUMER SATISFACTION IN BANDAR LAMPUNG CITY

The developmentof the world is increasingly dynamic marked by changes in the business world
that are very fast and the level of competition is increasingly tight. Therefore companies need to
understand how consumer behavior reacts to production, price, promotion and distribution or
location. One of them is an understanding related to service and consumer interests that must
always be maintained. If the service and taste received or felt are as expected, then the quality of
service and taste is perceived as good and satisfying. The purpose of this study is to determine how
the influence of service and taste on micro, small and medium enterprises Warung Denoks Way
Halim Bandar Lampung. Data collection in this study used questionnaires, questionnaires have
been tested and have met the requirements for validity and reliability. To prove the research
hypothesis using the t test and f test. The results of analysis and hypothesis testing show that
partially taste variables affect consumer satisfaction, while other variables also have a positive
and significant effect on consumer satisfaction. And also simultaneously the variable of service,
taste has a significant effect on customer satisfaction (Y)

Keywords: Influence of Service, Taste and customer satisfactio