Media Mahardhika
Vol. 23 No. 1 (2024): September 2024

PENGARUH CUSTOMER EXPERIENCE TERHADAP CUSTOMER SATISFACTION PADA KONSUMEN ICE CREAM GULU ZHUAN KARAWANG

Karlina (Unknown)
Sudrajat, Ajat (Unknown)

Article Info

Publish Date
29 Sep 2024

Abstract

This study examines the influence of customer experience on customer satisfaction at Gulu Zhuan Ice Cream, a brand under the Sour Sally Group known for its Hong Kong Cheese Ice Cream and Sagoo Cream Drinks, specifically focusing on its outlet in Karawang, West Java. The data was collected from 100 respondents who have visited and tasted Gulu Zhuan Karawang Ice Cream through questionnaires. The data analysis was conducted using multiple linear regression tests with the SmartPLS program. The results indicate that customer experience has a significant impact on customer satisfaction when viewed simultaneously. However, out of the five indicators of customer experience, only the "feel" and "relate" variables positively influence customer satisfaction, while the "sense," "think," and "act" variables do not have a significant effect  

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Journal Info
Media Mahardhika
Website

Abbrev

mahardika

Publisher

Sekolah Tinggi Ilmu Ekonomi Mahardhika

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

MEDIA MAHARDHIKA is a peer-reviewed journal published by Department of Accounting, Faculty of Economics and Business, STIE MAHARDHIKA Surabaya Indonesia three times a year (Januari, May and September). MEDIA MAHARDHIKA aims to publish articles in the field of accounting and finance that provide ...