Pengaruh Pemasaran Eksperiensial Dan Kualitas Layanan Terhadap Kepuasan Konsumen Yang Dimoderasi Oleh Selera (Taste)

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Quantitative analysis shows that service quality significantly increases consumer satisfaction, highlighting the role of taste.

Experiential marketing significantly influences consumer satisfaction, with a significance value of 0.005, indicating relevance.
Service quality also boosts consumer satisfaction, evidenced by a significance value of 0.000 showing strong impact.
Taste has a significant effect on consumer satisfaction, with a significance value of 0.049, underlining its importance in food choices.
Moderation by taste does not influence the relationships between experiential marketing or service quality and consumer satisfaction overall.

Kirana et al. (2025) studied this question.

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