ANALYSIS OF NEW CULTURAL MARKETING, MARKETING INNOVATION AND SOCIAL MEDIA MARKETING ON CUSTOMER SATISFACTION AT KALASUA COFFEE AND EATERY

Della Vanesa (Universitas Potensi Utama)
Ari Prabowo (Universitas Potensi Utama)

International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Vol. 6 No. 6 (2026): December - ON PROGRESS

The purpose of this study is to determine the effect of New Cultural Marketing, Marketing Innovation, and Social Media Marketing on Customer Satisfaction at Kalasua Coffee and Eatery. This study uses an associative type of research and the research method used in this study is a quantitative method. The population in this study is customers of Kalasua Coffee and Eatery. The sampling technique uses accidental sampling of visiting customers who were willing to complete the questionnaire. A total of 100 respondents were eligible for analysis after data-quality screening. The results of the study show that New Cultural Marketing does not have a significant effect on Customer Satisfaction. Marketing Innovation has a significant effect on Customer Satisfaction. Social Media Marketing has a significant effect on Customer Satisfaction. The Adjusted R Square value of 0.319 can be referred to as the coefficient of determination, which means that 0.319 (31.9%) of Customer Satisfaction can be obtained and explained by New Cultural Marketing, Marketing Innovation, and Social Media Marketing, while the remaining 68.1% is explained by variables outside the model under study.