ANALISIS STRATEGI PEMASARAN DAN KUALITAS LAYANAN TERHADAP PENGALAMAN PELANGGAN (STUDI KASUS MIE GACOAN CABANG VIKTOR)

Hasna Hamidah, Nandya Dwi Putri, Angga Prasetyo Nugroho, Asia Alaina, Yulianto Yulianto

Abstract


Mie Gacoan, one of Indonesia's popular noodle restaurant brands, has attracted consumer attention by offering innovative food products, affordable prices, and a unique restaurant concept. This study analyses marketing strategies and service quality implementation in the customer experience at the Mie Gacoan Victor branch. This research uses a quantitative method. The data analysis method employs descriptive statistical analysis. The analysis method is based on data from 23 respondents who have purchased products from the Mie Gacoan Victor branch. The research results show that marketing strategies do not have a significant partial effect on customer experience. Meanwhile, service quality shows a significant effect on customer experience. Simultaneously, marketing strategies and service quality significantly affect the customer experience at the Mie Gacoan Victor branch.

Mie Gacoan sebagai salah satu merek restoran mie yang populer di Indonesia, telah berhasil menarik perhatian konsumen dengan menawarkan produk makanan yang inovatif, harga yang terjangkau, serta konsep restoran yang unik. Penelitian ini bertujuan untuk menganalisis penerapan strategi pemasaran dan kualitas layanan terhadap pengalaman pelanggan Mie Gacoan cabang Victor. Penelitian ini menggunakan metode kuantitatif. Metode analisis data menggunakan analisis statistik deskriptif. Metode analisis berdasarkan data dari 23 responden yang pernah membeli produk Mie Gacoan cabang Victor. Hasil penelitian menunjukkan strategi pemasaran secara parsial tidak memiliki pengaruh signifikan terhadap pengalaman pelanggan. Sedangkan, kualitas layanan menunjukan pengaruh yang signifikan terhadap pengalaman pelanggan. Secara simultan, strategi pemasaran dan kualitas layanan berpengaruh secara signifikan terhadap pengalaman pelanggan Mie Gacoan cabang Victor.


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DOI: https://doi.org/10.56486/kompleksitas.vol13no2.692

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