PENGARUH INOVASI PRODUK, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI MIE GACOAN YOGYAKARTA

Abstract

This study aims to analyze the effect of product innovation, brand image, and service quality on customer satisfaction at Mie Gacoan Yogyakarta. Customer satisfaction is a critical factor in retaining customers and increasing loyalty, which ultimately impacts the company’s performance and growth. Product innovation, brand image, and service quality are considered key factors that may influence customer satisfaction. This research uses a quantitative method with a survey approach. Data were collected through questionnaires distributed to 200 respondents who are customers of Mie Gacoan Yogyakarta. Data analysis was conducted using SmartPLS 4 to test the effect of these variables on customer satisfaction. The results show that product innovation and service quality have a significant effect on customer satisfaction, while brand image does not show a significant effect. Based on these findings, it is recommended that the company continue to innovate its products and improve service quality to enhance customer satisfaction. This study has limitations in terms of the sample size and a cross-sectional design, which can be addressed in future research by expanding the sample and using a longitudinal design