Pengaruh Marketing Mix dan Customer Experience Terhadap Customer Satisfaction pada Fore Coffee Cabang Multatuli Kota Medan

Abstract

This study aims to determine and analyze the influence of the marketing mix (product, price, place, promotion) and customer experience on customer satisfaction at Fore Coffee Multatuli Branch in Medan City. This research is associative in nature with a quantitative approach. The population in this study consists of consumers of Fore Coffee Multatuli Branch, with a total sample of 97 respondents selected using purposive sampling. The criteria include customers who have purchased products at Fore Coffee Multatuli Branch at least twice in the last six months and made their purchases directly at the store. The data analysis technique used is multiple linear regression, assisted by SPSS version 25. The results of the study show that simultaneously, the variables of product, price, place, promotion, and customer experience have a positive and significant influence on customer satisfaction. Partially, each of these variables also has a positive and significant influence on customer satisfaction. The coefficient of determination indicates that these five independent variables are able to explain 72.4% of the variation in customer satisfaction.