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All Journal Jurnal Mirai Management Jurnal Bakti Masyarakat Indonesia International Journal of Application on Economics and Business
Hapsari, Claudia Gita
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences Other

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Journal : Jurnal Mirai Management

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Sensory Experience, Perceived Price, and Customer Satisfaction: Drivers of WOM Recommendation Ruslim, Tommy Setiawan; Hapsari, Claudia Gita
Jurnal Mirai Management Vol 10, No 2 (2025)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v10i2.9985

Abstract

This study investigates the influence of sensory experience and perceived price on word-of-mouth (WOM) recommendation, with customer satisfaction as a mediating variable, in the context of Wolf Gang’s Steakhouse Jakarta. Using the Stimulus-Organism-Response (SOR) framework, sensory experience and perceived price serve as stimuli, customer satisfaction as the organism, and WOM recommendation as the response. Data were collected through purposive sampling from 218 respondents who had dined at the restaurant. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. Results reveal that sensory experience and perceived price have significant positive effects on customer satisfaction, which in turn significantly influences WOM recommendation. Additionally, both sensory experience and perceived price directly and indirectly affect WOM recommendation through partial mediation by customer satisfaction. These findings highlight the importance of enhancing sensory aspects such as taste, aroma, presentation, and freshness, alongside maintaining fair and transparent pricing, to improve satisfaction and encourage positive WOM. The study contributes theoretically by reinforcing the mediating role of customer satisfaction in the SOR model and provides practical insights for fine dining managers to improve customer experiences and strengthen competitive positioning. Keywords: Sensory Experience, Perceived Price, Customer Satisfaction, WOM Recommendation
Co-Authors Dyah Erny Herwindiati Ignatius Roni Setyawan Kevin Setiawan Setyawan, Ignatius Tommy Setiawan Ruslim, Tommy Setiawan