Pengaruh Kualitas Produk, Variasi Produk, dan Customer Experience Terhadap Kepuasan Pelanggan Pada Distributor Daging Sapi Import Tiga Saudara Meatfrozen

  • Nur Leviana Fakultas Ekonomi Dan Bisnis Universitas Persada Indonesia Y.A.I
  • Ruwaida Ruwaida Fakultas Ekonomi Dan Bisnis Universitas Persada Indonesia Y.A.I
  • Endri Sentosa Fakultas Ekonomi Dan Bisnis Universitas Persada Indonesia Y.A.I
  • Yudi Yulius Fakultas Ekonomi Dan Bisnis Universitas Persada Indonesia Y.A.I
Keywords: Product Quality, Product Variety, Customer Experience, Customer Satisfaction

Abstract

The increasingly intense competition among imported beef distributors requires businesses to
enhance customer satisfaction through product quality, product variety, and customer experience.
This study aims to analyze the influence of these three variables on customer satisfaction at Tiga
Saudara Meatfrozen Imported Beef Distributor. This research employed a quantitative method
using the Structural Equation Modeling Partial Least Square (SEM-PLS) approach with SmartPLS
3.0 software. The study used a saturated sampling technique involving 170 customers, and the data
were collected through questionnaires. The results indicate that product quality, product variety,
and customer experience have a positive and significant effect on customer satisfaction. The RSquare
value of 0.731 indicates that these three variables explain 73.1% of customer satisfaction,
while the remaining 26.9% is influenced by other variables outside the scope of this study.

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Published
2026-11-06
How to Cite
Leviana, N., Ruwaida, R., Sentosa, E., & Yulius, Y. (2026). Pengaruh Kualitas Produk, Variasi Produk, dan Customer Experience Terhadap Kepuasan Pelanggan Pada Distributor Daging Sapi Import Tiga Saudara Meatfrozen. IKRAITH-EKONOMIKA, 9(3), 657-666. Retrieved from https://journals.upi-yai.ac.id/index.php/IKRAITH-EKONOMIKA/article/view/7952
Issue
Vol. 9 No. 3 (2026): IKRAITH-EKONOMIKA Vol 9 No 3 November 2026
Section
Articles