Pengaruh Customer Experience, Kualitas Produk, dan Promosi terhadap Kepuasan Konsumen pada Gerai Dapur Cantik Kisaran

Revika Cahyani; Tengku  Syarifah

doi:10.37481/sjr.v9i4.1583

Authors

Revika Cahyani Universitas Asahan
Tengku Syarifah Universitas Asahan

DOI:

https://doi.org/10.37481/sjr.v9i4.1583

Keywords:

Customer Experience, Product Quality, Promotion, Customer Satisfaction, Culinary Business

Abstract

The rapid growth of the culinary industry has intensified competition among food businesses, making customer satisfaction a key factor in sustaining business performance. However, differences in customer perceptions indicate that customer experience, product quality, and promotional activities may contribute differently to satisfaction levels. This study aims to examine the influence of customer experience, product quality, and promotion on customer satisfaction at Dapur Cantik Kisaran. A quantitative approach with a causal associative design was employed. Data were collected from 100 customers selected through accidental sampling using a structured questionnaire with a five-point Likert scale. The data were analyzed using multiple linear regression with the assistance of SPSS. The findings reveal that customer experience, product quality, and promotion each have a positive and significant effect on customer satisfaction. Simultaneously, the three variables significantly explain variations in customer satisfaction, indicating that positive customer interactions, consistent product quality, and effective promotional strategies contribute to improving customer satisfaction. These findings suggest that culinary businesses should continuously strengthen customer experiences, maintain product quality, and implement appropriate promotional programs to enhance customer satisfaction and remain competitive in an increasingly dynamic market.

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