THE INFLUENCE OF FOOD DIMENSION TO THE MONSTER ICE CUSTOMER SATISFACTION

Abstract

Monster Ice is a business that is engaged in food and beverage industry, especially in ice cream. Competition among ice cream businesses is very high indeed that it becomes a challenge for Monster Ice to determine the right strategy that prioritizes customer satisfaction, considering that satisfied customer can provide long term benefits to any business. This study is aimed at analyzing the influence of food quality, food pricing, food portioning, and food presentation on customer satisfaction. This research is an explanatory research using quantitative approach. The population is all Monster Ice customers who bought ice cream through delivery orders as many as 34 people, whereas samples taken are 31 people. The data are collected by distributing questionnaires. Data analysis technique in this study is multiple linear regression analysis. The results of this study can be concluded as follows: (1) Food Quality has a partial influence on Monster Ice customer satisfaction; (2) Food Pricing does not h ave a partial influence on Monster Ice customer satisfaction; (3) Food Portioning has a partial influence on Monster Ice customer satisfaction; (4) Food Presentation has a partial influence on Monster Ice customer satisfaction