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All Journal Journal Economics Technology and Entrepreneur
Nursaban Rommy Suleman
Jurusan Manajemen, Universitas Halu Oleo Kendari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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PENGARUH CUSTOMER EXPERIENCE TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PADA UMKM KULINER DI KOTA KENDARI Dzulfikri Azis Muthalib; Nursaban Rommy Suleman; Wahyuniati Hamid; Rachmat Rialdy Hasan
Journal Economics Technology And Entrepreneur Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v5i2.2816

Abstract

This study aims to analyze the effect of customer experience on consumer satisfaction and loyalty in culinary MSMEs in Kendari City. Using a quantitative approach with survey method, data were collected from 100 respondents who had visited culinary MSMEs in Kendari City. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that customer experience has a positive and significant effect on consumer satisfaction. Consumer satisfaction is proven to have a positive and significant effect on consumer loyalty. Furthermore, customer experience also has a direct positive and significant effect on consumer loyalty. Mediation analysis reveals that consumer satisfaction partially mediates the relationship between customer experience and consumer loyalty. These findings suggest that culinary MSMEs in Kendari City need to prioritize the creation of memorable and positive customer experiences, as these experiences not only enhance consumer satisfaction directly but also contribute to building long-term consumer loyalty both directly and indirect
Co-Authors Dzulfikri Azis Muthalib Rachmat Rialdy Hasan Wahyuniati Hamid