PENGARUH E-WOM, CONTENT MARKETING DAN STORE ATMOSPHERE DI RESTORAN MAGIA SPACE AND WHATEVER KOTA MADIUN TERHADAP KEPUASAN PELANGGAN

Amalia Az Zahra

Abstract


This study aims to examine the impact of electronic word-of-mouth communication, content marketing strategy, and store atmosphere on customer satisfaction levels. The research location was chosen at Magia Space and Whatever restaurant located in Madiun City. The number of samples used in this study reached 385 respondents. The methodology applied in this study adopts a survey approach with quantitative descriptive characteristics. The data collection process was carried out through the distribution of questionnaires using a Likert scale as a measurement instrument. To analyse the data collected, researchers utilised smartPLS software version 4.1.0.6.

The findings of this study revealed some significant results, Electronic word-of-mouth communication was shown to have a positive and significant influence on the level of customer satisfaction at Magia Space and Whatever restaurant, The content marketing strategy implemented by the restaurant also showed a positive and significant impact on customer satisfaction, The store atmosphere created at Magia Space and Whatever restaurant was shown to have a positive and significant influence on the level of satisfaction felt by customers. These conclusions provide valuable insights into the factors that contribute to customer satisfaction in the restaurant industry, particularly in the context of Magia Space and Whatever in Madiun City

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References


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