Pengaruh Kualitas Produk dan Social Media Marketing terhadap Kepuasan Pelanggan melalui Customer Experience pada Abuba Steak Jatiasih

Ray Chairil; Rivera Pantro  Sukma

doi:10.69693/ijmst.v4i3.11638

Authors

Ray Chairil Universitas Asa Indonesia
Rivera Pantro Sukma Universitas Asa Indonesia

DOI:

https://doi.org/10.69693/ijmst.v4i3.11638

Keywords:

Kualitas Produk, Social Media Marketing, Customer Experience

Abstract

Penelitian ini dilaksanakan untuk menganalisis sejauh mana pengaruh kualitas produk serta strategi pemasaran melalui media sosial terhadap kepuasan pelanggan, dengan menggunakan customer experience sebagai variabel mediasi di Abuba Steak Jatiasih. Sebanyak 163 responden dilibatkan dalam penelitian ini melalui teknik penentuan sampel secara purposive sampling. Pemrosesan informasi dilakukan lewat analisis Structural Equation Modeling (SEM) menggunakan aplikasi SmartPLS 3.0. Temuan penelitian mengungkapkan bahwa kualitas produk secara signifikan berdampak positif terhadap customer experience dan kepuasan pelanggan. Hasil serupa juga ditemukan pada variabel pemasaran media sosial yang memiliki pengaruh positif dan signifikan terhadap kedua variabel tersebut. Lebih lanjut, customer experience terbukti berperan krusial dalam meningkatkan kepuasan pelanggan. Sebagai simpulan, penelitian ini memvalidasi bahwa customer experience berfungsi sebagai mediator yang efektif dalam menjembatani pengaruh kualitas produk dan pemasaran media sosial terhadap kepuasan pelanggan di Abuba Steak Jatiasih.

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