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THE INFLUENCE OF SOCIAL MEDIA ADVERTISING, CUSTOMER EXPERIENCE AND RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION AT JK COFFEE & ROASTERY IN BIREUEN REGENCY Nurazizah; T. Edyansyah; Naufal Bachri; Rahmaniar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1111

Abstract

This study was conducted with the aim of evaluating the extent of the influence of three main factors, namely social media advertising, customer experience, and relationship marketing on the level of consumer satisfaction at JK Coffee & Roastery located in Bireuen Regency. The researcher used a quantitative approach by applying multiple linear regression analysis techniques, and to test the hypothesis, SPSS statistical software was used as an auxiliary tool. In the sampling process, the purposive sampling method is applied, which is the selection of respondents based on special considerations or criteria that have been predetermined. The research sample consisted of 100 consumers who had made at least one to two transactions at JK Coffee & Roastery. The data collected in this study is quantitative, namely in the form of numbers used to measure variables that have been determined in the population group and sample. The main data source came from respondents who were the direct objects of this research activity. Based on the results of the analysis, it was found that the social media advertising variable (X1) showed a positive and significant influence on customer satisfaction (Y), with a significance value of 0.000 which was below the threshold of 0.05, and a tcount value of 4.435 which exceeded the ttable of 1.985, so that the first hypothesis (H1) was acceptable. On the other hand, the customer experience variable (X2) has a significance level of 0.109 over 0.05 and a tcal value of 1.613 which is still below the table, so the second hypothesis (H2) is rejected because there is no real effect on customer satisfaction. Finally, the relationship marketing variable (X3) showed a significance of 0.000 and a calculation of 5.551, both showed values that met the criteria of statistical significance, so that the third hypothesis (H3) was accepted and proved that relationship marketing plays a large and significant role in influencing customer satisfaction.
Co-Authors Abdul Hajar Abdul Majid Refindo ABDUL MUIS Afinka Ramandani Nurhidayat Aflah Fadilah HD Agung Permana Ajidin, Zilal Afwa Ambo Tuwo Ammar Zainuddin, Ammar Angellina, Rossa Anggun Pertiwi Anil Muftirah Ardianti Arief Eka Nugraha ARIFUDDIN Arisa Atiqoh, Khamida Siti Nur Baiq Nurkhalishah Br Brahmana, Nettietalia Carong, Suparjo Razasli Chandra, Yasrial Desmawan, Deris Desniarti Fadhila, Rayhan Fatra, Maifalinda Febri Hikmah Frihatini Fetti Fatricia Amdar Fikri Khusaini Ginting, Ferdinand Paulus Haliah, Haliah Hamida HasanurArifin Heni Pujiastuti Herdianto Humaidi Husnul Muamilah Ika Kartika Ikbal Inayah Yasir Ira Savira Irawati Irmayanti Irsan Rahman, Irsan Irwan Islamiyah Isma, Dhiny Ismawati Ja'faruddin Jamaluddin Juliansyah Khairunnisa Khairunnisa Khana, Arriza M Galih Rian Pranata M. Ridwan Tikollah M. Zainul Ridho MAHMUDI Mahsun Meray, Nishia Waya Mirta Pakambanan Mitsaqy Fitria Muhamad Syahril Anwarudin Muhammad Rinaldi Pratama Nahliyah Septi Zahrah Manik Naufal Bachri, Naufal Nazwa Aulia Rahmah Nirvana Niswa Ibda Sanatin Nur Febrianti Nur Indah Sari Arbit Nurdalillah Nurdin Rohendi, Muh Nurfadilla Nurul Islamiah Nurwijayanti Pria Sukamto Rahmah Nur Hidayah Rahmaniar Ratna Dewi Kusumawati RATNAWATI Rekhael Ramadanish Rian Sopian Rifda Rachmanda Rifqy Azhar Rohayati, Nita Roihanah S, Masnawaty Salam Sarnimah Selly Apriyani Sembiring, Evarina SetioUtomo Sha Fhitri, Rouzatul Silvia Indah Sari Sintiya Elfariani Siti Fatimah Slamet Abadi Soelistiawaty, Indah Sri Jingga Anggriani Putri Sulpiani Syaeful Anwar Syafruddin Side Syarifuddin Syefi Ersya Agustin Syura, Ilman T. Edyansyah, T. Edyansyah Tahier, Ilham Tahir, Syaiful Tharisa Ayu Pranovcy Tia Rahmatika Utami, Indah Woro Wahidah Sanusi Wahidin Wahyunengsih, Wahyunengsih Widia Fiantika Zulkarnain , Zulkarnain