Wisniarti, Viona (2025) Pengaruh Customer Experience Dan Inovasi Produk Terhadap Kepuasan Konsumen Pada Mixue Cabang Marpoyan. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of Customer Experience and Product Innovation on Consumer Satisfaction at Mixue Marpoyan Branch. This study is a descriptive quantitative study with a sampling technique using purposive sampling and samples from consumers of Mixue Marpoyan Branch. Data were obtained from the results of Observations, Questionnaires, interviews and documentation and processed using SPSS. Data analysis techniques used data quality tests, Simple Linear Regression, Multiple Linear Regression and hypothesis testing. The results of this study indicate that the customer experience variable has an effect on consumer satisfaction and the product innovation variable has an effect on consumer satisfaction and simultaneously the customer variable

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