PENGARUH CUSTOMER VALUE, CUSTOMER EXPERIENCE, WORD OF MOUTH TERHADAP CUSTOMER SATISFACTION DI BURGER KING WARU SIDOARJO

Nugraha, Dimas Octavianto (2024) PENGARUH CUSTOMER VALUE, CUSTOMER EXPERIENCE, WORD OF MOUTH TERHADAP CUSTOMER SATISFACTION DI BURGER KING WARU SIDOARJO. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Berkembangnya usaha makanan cepat saji yang saat ini semakin pesat, ditandai dengan tingkat persaingan antar perusahaan yang semakin tinggi. Persaingan ini berdampak pada kesulitan dalam mencari pasar atau konsumen baru. Perusahaan-perusahaan dituntut melakukan inovasi terhadap produknya. Seiring dengan berjalannya waktu, banyak berbagai macam bisnis di bidang makanan yang bisa dijadikan peluang usaha, salah satunya yaitu makanan cepat saji. Tujuan dari penelitian ini adalah untuk mengetahui dan membuktikan pengaruh customer value, customer experience, word of mouth terhadap customer satisfaction pada Burger King Waru Sidoarjo secara parsial dan simultan. Penelitian ini menggunakan metode kuantitatif. Metode analisis datanya menggunakan analisis linier berganda dengan menggunakan program SPSS 29. Menentukan sampel dengan metode non-probability sampling. Menggunakan rumus lemeshow, sampel yang digunakan dalam penelitian ini sebanyak 96 responden. Dengan metode Accidental sampling. Sampel dalam penelitian ini adalah seluruh konsumen yang telah melakukukan pembelian produk Burger King Waru Sidoarjo. Teknik pengujian yang digunakan pada penelitian ini meliputi uji instrumen, uji asumsi klasik, dan pengujian hipotesis. Hasil penelitian menunujukkan bahwa customer value, customer experience, word of mouth secara simultan berpengaruh signifikan terhadap customer satisfaction pada Burger King Waru Sidoarjo.

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