PENGARUH CITRA MEREK, VARIASI PRODUK, DAN CUSTOMER EXPERIENCE TERHADAP KEPUASAN PELANGGAN AADK COFFEE & EATERY WIYUNG SURABAYA

Abstract

This research aimed to find out the effect of brand image, product variation, and customer experience on the customers’ satisfaction with AADK Coffee & Eatery Wiyung Surabaya. Furthermore, the research was quantitative. The data collection technique used non-probability sampling i.e., a sample collection and sample determination by purposive sampling. Moreover, the sample was 100 Surabaya citizens Surabaya who had visited and enjoyed the products of AADK Coffee & Eatery Wiyung Surabaya. Additionally, the data analysis technique used multiple linear regression. The data were primary, in the form of statements processed in the questionnaire through Google Forms. Based on the analysis of multiple linear regression, it showed that brand image had a positive and significant effect on customers’ satisfaction. It meant what customers imagined about AADK Coffee & Eatery Wiyung Surabaya matched what they felt. Likewise, product variation had a positive and significant effect on customers’ satisfaction. This happened as AADK Coffee & Eatery Wiyung Surabaya attracted enough attention from customers to visit. Similarly, customer experience had a positive and significant effect on customers’ satisfaction. In other words, AADK Coffee & Eatery Wiyung Surabaya provided a comfortable place for all customer activities.