Analysis Of The Diferentiation Strategy Of Bakso Goyang Tongue Chicken Noodles And Its Impact On Customer Satisfaction In Rantauprapat City

Wulan Yulaikah, Pristiyono Pristiyono, Muhammad Ali Al Ihsan

Abstract


The purpose of this study was to analyze the differentiation strategy of bakso goyang tongue chicken noodles and its impact on customer satisfaction in Rantauprapat City. This research approach is descriptive qualitative research. As informants are the owner / leader and several employees of Bakso Goyang Lidah Chicken Noodle. Data collection using interview techniques or structured interviews directly. The population in this study were customers of bakso tongue chicken noodles. The sample taken randomly was 100 customers. The data analysis technique uses a descriptive analysis model with the help of Smart PLS. The results showed that: product innovation has a significant effect on customer satisfaction, customer experience has a significant effect on customer satisfaction and service has a positive and significant effect on customer satisfaction.


Keywords


Product Innovation, Customer Experience, Service, Customer Satisfaction

Full Text:

PDF

References


Al-Dmour, R., Alkhatib, O. H., Al-Dmour, H., & Basheer Amin, E. (2023). The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices. SAGE Open, 13(2), 1-13. https://doi.org/10.1177/21582440231181433

Armaniah, H., Marthanti, A. S., & Yusuf, F. (2019). The Effect of Service Quality on Customer Satisfaction at Ahass Honda Tangerang Workshop. Management Science Research, 2(2), 2614-3747.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.

Atmaja, K. V. W., Sujana, I. N., & Suwena, K. R. (2018). The Effect of Service Quality and Satisfaction on Customer Loyalty at PT. Pos Singaraja Branch. Undiksha Journal of Economic Education, 10(1), 12-23.

Baron Himawan, S., & Susanti, R. (2016). THE INFLUENCE OF PRODUCT QUALITY, SERVICE QUALITY, AND LOCATION ON CONSUMER PURCHASING DECISIONS AT THE BAKSO AJENG CHICKEN NOODLE SHOP IN KARANGANYAR. Journal of Economics and Entrepreneurship, 16(3), 346-353.

Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648. https://doi.org/10.1007/s11747-019-00718-x

Blythe, J. (2012). Evolution of Marketing. Key Concepts in Marketing, 10(1), 11-15. https://doi.org/10.4135/9781446221617.n3

Chukwunwem, U. G., & Ndubueze, E. J. (2021). Effect of Product Innovation on Customer Purchase Decisions and Customers' Behavioural Intentions in Upscale Quick Service Restaurants (Qsrs) in Aba, Abia State, Nigeria. JournalNX- A Multidisciplinary Peer Reviewed Journal ISSN No. 2581 - 4230: 2581 - 4230 VOLUME 7, ISSUE 3, Mar. -2021 EFFECT, 7(3), 432-444.

Dąbrowska, A., & Janos-Kreslo, M. (2019). The importance of customer experience for service enterprises. Marketing i Rynek, 2019(9), 15-25. https://doi.org/10.33226/1231-7853.2019.9.2

Dagustani, D. A. (2011). Analysis of Customer Experience Relationship to Customer Loyalty. University of Informatics and Business Indonesia.

Dalimunthe, M. B. (2017). Competitive Advantage Through Market Orientation and Product Innovation. JKBM (Journal of Business and Management Concepts), 3(2), 140-153.

Dalla Pozza, I. (2015). Customer experiences as drivers of customer satisfaction. Gestion 2000, Volume 31(3), 115-138. https://doi.org/10.3917/g2000.313.0115

Felix, A., & Rembulan, G. D. (2023). DIGITAL TRANSFORMATION AND THE CUSTOMER EXPERIENCE: ENHANCING ENGAGEMENT AND LOYALTY. Entrepreneur: Journal of Business Management and Entrepreneurship, 4(03), 228-240.

Fontana, A., & Musa, S. (2017). The impact of entrepreneurial leadership on innovation management and its measurement validation. International Journal of Innovation Science, 9(1), 2-19.

Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determination of customer satisfaction on customer loyalty through trust. Maneggio: Scientific Journal of Master of Management, 3(2), 171-180.

Harfika, J., & Abdullah, N. (2017). The effect of service quality and facilities on patient satisfaction at the Southwest Aceh Regency general hospital. BALANCE: Economic, Business, Management and Accounting Journal, 14(01).

Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer Engagement with Tourism Brands on Social Media: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 59, 819-820. https://doi.org/10.1007/978-3-319-47331-4_161

Hasanah, N., & Rahmah, A. (2020). THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT THE BADALI MEATBALL AND CHICKEN NOODLE STALL IN BAHUNGIN VILLAGE, KELUA KECEMATAN, TABALONG DISTRICT. INNOVATIVE, 2(1).

Hendriyanto, A. (2015). Analysis of the influence of business networks and innovation on the performance of MSMEs. Journal of Management Science and Applied Accounting (JIMAT), 6(1), 44-49.

Indrasari, M. (2019). MARKETING AND CUSTOMER SATISFACTION: marketing and customer satisfaction. unitomo press.

Joseph, K. O., Omotayo, A., Mosunmola, A., & Taiye, B. (2016). Marketing concept and the satisfaction of consumer needs: the Nigerian consumer's experience. Researchjournali's Journal of Marketing, 4(1), 1-15.

Keelson, S. (2012). The Evolution of the Marketing Concepts: Theoretically Different Roads Leading To Practically the Same Destination! Social Sciences Research, 1(2), 35-41.

Keiningham, T., Ball, J., Benoit, S., Bruce, H. L., Buoye, A., Dzenkovska, J., Nasr, L., Ou, Y.-C., & Zaki, M. (2017). The interplay of customer experience and commitment. Journal of Services Marketing, 31(2), 148-160.

Kemboi, A. (2017). Service Quality as a Catalyst for Customer Satisfaction of. Internal Journal of Business and Management Review, 2(4), 71-79.

Khotimah, K., & Febriansyah, F. (2018). The effect of ease of use, consumer trust and advertising creativity on online-shop consumer buying interest. Journal of Strategic Management and Business Applications, 1(1), 19-26.

Maharjan, K. K. & S. (2014). CUSTOMER SATISFACTION AND CUSTOMER LOYALTY Case Trivsel Städtjänster (Trivsel siivouspalvelut). Centria, November, 21-36. https://doi.org/10.4337/9781781955970.00008

Mindarti, L. I. (2016). Public Service Management: towards good governance. Brawijaya University Press.

Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34-50. https://doi.org/10.29244/jcs.7.1.34-50

Nasution, A. H., & Kartajaya, H. (2018). Innovation. Andi Publisher.

Prasetyo, B. D., & Febriani, N. S. (2020). Branding Strategy: Communication Theory and Perspectives in Business. Brawijaya University Press.

Putra, Y. N. (2017). EFFECTIVENESS OF PERSONAL TRAINER SERVICE QUALITY IN IMPROVING CUSTOMER SATISFACTION. LIBRARY.

Rane, N., Achari, A., & Choudhary, S. P. (2023). Enhancing Customer Loyalty Through Quality of Service: Effective Strategies To Improve Customer Satisfaction, Experience, Relationship, and Engagement. International Research Journal of Modernization in Engineering Technology and Science, May. https://doi.org/10.56726/irjmets38104

Risnawati, R., Selvi Fauzar, Ahmat Rahman, Andi, A., Mohammad Farhan Mahyansah, & Titik Jernih Hia. (2022). BUSINESS INNOVATION IN MICRO, SMALL, MEDIUM ENTERPRISES (MSMEs) (CASE STUDY ON PUTZA COFFEE SHOP). Proceeding of The International Conference on Economics and Business, 1(2), 448-462. https://doi.org/10.55606/iceb.v1i2.197

Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690

Samsu, L. (2017). Re-examination of Conventional Banking Versus Shari'ah Banking in Sociological Reality. TAHKIM, 12(1).

Sastra, B. A., & Indrawati, I. (2018). Measuring the Influence of Customer Experience on Customer Satisfaction, Loyalty Intention and Word of Mouth Behavior Using Customer Experience Quality .... Sustainable ....

Semuel, H., & Dharmayanti, D. (2013). The influence of customer experience quality on customer satisfaction & customer loyalty at excelso cafe tunjungan plaza surabaya: b2c perspective. Journal of Petra Marketing Management, 1(1), 1-15.

Setiobudi, A., Sudyasjayanti, C., & Danarkusuma, A. A. (2021). The Effect of Customer Experience, Service Quality and Customer Trust on Willingness to Pay.

Siyoto, S., & Sodik, M. A. (2015). Basic research methodology. literacy media publishing.

Sudiantini, D., Rhamdani, A., Maya, S., Salsabila, D., Syahira, N., & Enuddhia, B. (2023). THE INFLUENCE OF MANAGEMENT AND SALES ON CUSTOMER SATISFACTION BAKSO PAKDE KEMBAR. Balance: Journal of Economics, Management and Accounting, 1(5), 230-235.

Sugiyono, F. X. (2017). Balance of Payments: Concept, Methodology and Application (Vol. 4). Center for Bank Indonesia Education and Studies (PPSK).

Sumarsid, S., & Paryanti, A. B. (2021). ANALYSIS OF THE INFLUENCE OF CUSTOMER SATISFACTION AND TRUST IN BRAN ON CUSTOMER RETENTION (Case Study of XL Card Users at Labora Management College). JOURNAL OF MANAGEMENT PARTNERS, 12(2), 85-96.

Taqi, M. (2019). Marketing concept evolution: a bibliometrics co-occurrence analysis. Marketing and Management of Innovations, 2 (January 2019), 185-197. https://doi.org/10.21272/mmi.2019.2-16

Tsani, F. H. (2023). THE EFFECT OF PRODUCT QUALITY, SERVICE, AND PRICE ON CUSTOMER SATISFACTION AT BAKSO PAPA TEUKU SEMARANG. Journal of Indonesian Impression, 2(10), 914-922.

Wardhana, E. (2019). The influence of utilitarian value, hedonic value, customer experience, brand trust on Sonny Vaio customer loyalty. Journal of Economics and Industry E-ISSN, 2656, 3169.

Wiyata, M. T., Putri, E. P., & Gunawan, C. (2020). The Effect of Customer Experience, Ease of Use, and Customer Trust on Repurchase Intention of Shopee Online Buying and Selling Site Consumers. IMWI Repository Cakrawala, 3(1), 11-21.

Yuliantine, T., Indasah, I., & Siyoto, S. (2018). Analysis of marketing mix characteristics of marketing factor 7P (Product, Price, Place, Promotion, People, Process, Physical Building) to patient satisfaction of inpatient patients of Muhammadiyah Ahmad Dahlan Kediri City hospital. Journal for Quality in Public Health, 1(2), 50-57.

Yulisetiarini, D., & Mawarni, T. D. (2021). The influence of service quality, brand image, and store atmosphere on customer loyalty through customer satisfaction at indomaret plus jember.

Yusnara, R. I., & Soepatini, S. (2023). Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction. Journal of Enterprise and Development (JED), 5(2), 296-316.

Zhang, H., Feng, L., Wang, J., Zhu, T., & Jin, L. (2024). Investigating product innovation pathway from a modular standpoint: A case study of large aircraft assembly line. Heliyon, 10(1), e23356. https://doi.org/10.1016/j.heliyon.2023.e23356




DOI: https://doi.org/10.30596/miceb.v2i0.876

Refbacks

  • There are currently no refbacks.