Analysis of the Influences of Japanese Food Products, Service Quality and Social Media Campaigns Towards Customer Satisfaction of Japanese Restaurants In Manado City

Abstract

This research uses a quantitative approach method, in this case the author will try to understand the phenomenon of the influence of several variables of Japanese Food Products, Service Quality, Social Media Campaigns on Customer Satisfaction. In conducting this research, SPSS Ver.29 software was used and primary data was collected using the questionnaire survey method. Statistical calculations in this research use a data processing model using regression analysis. With several tests including Validity and Reliability Test, Classical Assumption Test, Normality Test, Heteroscedasticity Test, Multicollinearity Test, Multiple Linear Regression Analysis, T Test, F Test, Determination Coefficient (R2). Based on the results of statistical testing, it can be concluded that the Japanese food product variable has a positive and significant influence on customer satisfaction, the service quality variable has a positive and significant influence on customer satisfaction, the social media campaign variable has no significant influence on customer satisfaction, and that the variable Japanese Food Products (X1), Service Quality (X2), and Social Media Campaigns (X3) simultaneously influence Customer Satisfaction (Y) of Japanese Restaurants in Manado City.