PENGARUH CUSTOMER EXPERIENCE TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PADA UMKM KULINER DI KOTA KENDARI

Dzulfikri Azis Muthalib (Jurusan Manajemen, Universitas Halu Oleo Kendari)
Nursaban Rommy Suleman (Jurusan Manajemen, Universitas Halu Oleo Kendari)
Wahyuniati Hamid (Jurusan Manajemen, Universitas Halu Oleo Kendari)
Rachmat Rialdy Hasan (Jurusan Manajemen, Universitas Halu Oleo Kendari)

Journal Economics Technology and Entrepreneur
Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR

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