PENGARUH SOCIAL MEDIA MARKETING, PERCEIVED VALUE DAN CUSTOMER EXPERIENCE TERHADAP KEPUASAN KONSUMEN PADA USAHA KULINER PENYETAN ANDALAN PONOROGO

This study aims to examine the influence of social media marketing, perceived value, and customer experience on customer satisfaction at the culinary business "Penyetan Andalan Ponorogo." A quantitative approach was employed using a survey method involving 140 respondents who are customers of Penyetan Andalan Ponorogo. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the aid of SmartPLS 4 software. The analysis results indicate that social media marketing, perceived value, and customer experience each exert a positive and significant influence on customer satisfaction. Among these three variables, customer experience emerged as the most dominant factor in enhancing customer satisfaction. These findings demonstrate that customer satisfaction is influenced not only by the effectiveness of social media marketing but also by consumers' perceptions of value received and the positive experiences felt during interactions with products and services. The study suggests that culinary business operators need to integrate engaging digital marketing strategies, deliver value that meets consumer expectations, and create high-quality customer experiences to boost satisfaction and build long-term customer relationships.