THE EFFECT OF EMOTIONAL BRANDING, CUSTOMER EXPERIENCE, AND PRODUCT QUALITY ON CUSTOMER SATISFACTION AT PAPA BAKERY STORES IN LHOKSEUMAWE CITY
DOI:
https://doi.org/10.5281/zenodo.22728659Keywords:
Emotional branding, customer experience, product quality, customer satisfactionAbstract
This study aims to determine, review, and analyze the influence of emotional branding, customer experience, and product quality on customer satisfaction at Papa Bakery stores in Lhokseumawe City. The independent variables in this study are emotional branding, customer experience, and product quality, while the dependent variable is customer satisfaction. This study employed quantitative methods, collecting data using a paper-based questionnaire administered to 136 Papa Bakery customers. Data analysis included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, research hypothesis testing, t-tests, and f-tests. The Statistical Package for Social Sciences (SPSS) software was used to analyze the data. The results indicate that emotional branding, customer experience, and product quality have a positive and significant influence on customer satisfaction. This is because the significance value is <0.05. The f-test results show a value of <0.05, indicating that the variables emotional branding, customer experience, and product quality simultaneously have a significant influence on customer satisfaction at Papa Bakery stores in Lhokseumawe City.
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