Pengaruh Harga dan Electronic Word of Mouth (EWOM) terhadap Kepuasan Konsumen pada Outlet Franchise Chiclin Cabang Kota Banjar Artikel

Abstract

The rapid growth of the culinary industry has prompted businesses to adopt marketing strategies that can enhance customer satisfaction. This study aims to analyze the impact of price and Electronic Word of Mouth (EWOM) on customer satisfaction at the Chiclin Franchise Outlet in Banjar City, both individually and in combination. This study adopts a quantitative approach using a survey method. The number of respondents in this study was 96, selected using accidental sampling. Data were collected through questionnaire distribution and analyzed using multiple linear regression with IBM SPSS. The findings indicate that the price variable has a positive and significant effect on customer satisfaction. Additionally, Electronic Word of Mouth (EWOM) has a positive and significant impact on customer satisfaction. Together, price and EWOM have a significant impact on customer satisfaction with an Adjusted R-Square value of 0.803, indicating that these two variables can explain 80.3% of the variation in customer satisfaction, while the remaining 19.7% is influenced by other factors outside the research model. These findings indicate that the right pricing strategy and the optimization of digital communication through EWOM play a key role in improving customer satisfaction. Therefore, management at the Chiclin branch in Banjar City must maintain a competitive pricing strategy and maximize the use of digital platforms to enhance the customer experience and satisfaction.