Pengaruh Pengalaman Pelanggan Dan Cita Rasa Terhadap Kepuasan Pelanggan Pada Cake Boss Deltasari Indah Waru Sidoarjo. (The Influence of Customer Experience and Taste on Customer Satisfaction at Cake Boss Deltasari Indah Waru Sidoarjo).

A'isya, Fitri (2025) Pengaruh Pengalaman Pelanggan Dan Cita Rasa Terhadap Kepuasan Pelanggan Pada Cake Boss Deltasari Indah Waru Sidoarjo. (The Influence of Customer Experience and Taste on Customer Satisfaction at Cake Boss Deltasari Indah Waru Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The culinary industry in Indonesia has continued to show positive growth in recent years. This is reflected in the increasing variety of culinary business concepts emerging, ranging from modern cafes to traditional food outlets presented in more attractive ways. Although the overall growth has not been very significant at the macro level, intense competition has driven business owners to keep innovating. Innovation is not limited to food products but also includes marketing strategies, customer service, store design, and technology such as online ordering and digital payment systems. In this increasingly complex competitive environment, customer satisfaction has become a key factor that cannot be ignored. Business owners need to understand customer expectations and needs in order to improve product and service quality. Customer satisfaction involves not only the functional aspects of the product but also the entire experience of interacting with the service provider. This includes first impressions, the friendliness of staff, the comfort of the venue, and the taste of the food. This study analyzes the influence of customer experience and taste on customer satisfaction at Cake Boss Deltasari Indah Waru Sidoarjo. Using a quantitative approach with a survey method, data were collected from 100 respondents who had made at least two purchases. The analysis results show that both customer experience and taste have a significant partial influence on customer satisfaction. Simultaneously, these two variables also make a significant contribution to overall customer satisfaction. Taste has been proven to be the most dominant factor in shaping customer satisfaction. This emphasizes the importance of product taste quality in creating memorable experiences and ensuring customer satisfaction. Therefore, it is recommended that business owners focus their strategies on improving product taste quality and creating a pleasant shopping experience.

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