Peran Food Quality, Restaurant Atmosphere, dan Emotional Experience dalam Meningkatkan Customer Satisfaction pada Restoran IIBUMI di Kabupaten Padang Pariaman

Customer satisfaction is an important indicator of restaurant performance and can be influenced by various aspects of the dining experience, including food quality, restaurant atmosphere, and emotional experience. This study aims to examine the effect of food quality, atmosphere, and emotional experience on customer satisfaction at IIBUMI Restaurant in Padang Pariaman Regency. This study employed a quantitative approach using a non-probability sampling technique. Data were collected from 110 respondents who had visited and experienced dining at IIBUMI Restaurant. The data were analyzed using IBM SPSS Statistics 25 through validity and reliability tests, classical assumption tests, and multiple linear regression analysis for hypothesis testing. The results indicate that food quality has a positive and significant effect on customer satisfaction. Atmosphere also has a positive and significant effect on customer satisfaction. Furthermore, emotional experience has a positive and significant effect on customer satisfaction. These findings indicate that improving food quality, creating a conducive restaurant atmosphere, and providing positive emotional experiences are important aspects in enhancing customer satisfaction at IIBUMI Restaurant.