PENGARUH BRAND EXPERIENCE DAN CUSTOMER ENGAGEMENT TERHADAP KEPUASAN PELANGGAN DI OH!SOME STORE DI KOTA MEDAN
Abstract
The rapid growth of the retail industry has intensified competition among companies, compelling businesses to create a competitive edge. In this environment, companies focus not only on product sales but also on creating engaging customer experiences. As a specialty retailer, OH!SOME Store implements strategies centered on brand experience and customer engagement to enhance customer satisfaction through the shopping experience and build long-term relationships. This study was conducted to analyze the influence of brand experience and customer engagement on customer satisfaction at OH!SOME Store in Medan to determine the extent to which these two variables can explain customer satisfaction levels. This study employs a quantitative method with an associative approach. Data were collected through the distribution of questionnaires to 96 eligible respondents—customers who had visited and made purchases at OH!SOME Store in Medan. Data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and the coefficient of determination using SPSS software. The results of the study indicate that brand experience has a positive and significant effect on customer satisfaction, with a calculated t-value > critical t-value and significance < 0.05, and customer engagement also has a positive and significant effect on customer satisfaction, with a calculated t-value > critical t-value and significance < 0.05. Simultaneously, both independent variables have a significant effect on customer satisfaction at the OH!SOME Store in Medan. The Adjusted R-Square value of 0.629 indicates that approximately 62.9% of the variation in customer satisfaction can be explained by brand experience and customer engagement, while the remaining 37.1% is influenced by other factors outside the scope of this study.
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