PENGARUH CUSTOMER EXPERIENCE, CITA RASA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP WILLINGNESS TO PAY PREMIUM (STUDI KASUS PADA KONSUMEN NASI KAPAU 47)

KURNIAWAN, ANANG ARIEF (2026) PENGARUH CUSTOMER EXPERIENCE, CITA RASA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP WILLINGNESS TO PAY PREMIUM (STUDI KASUS PADA KONSUMEN NASI KAPAU 47). S1 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

Anang Arief Kurniawan. 2026. The Influence of Customer Experience, Taste, Product Quality, and Service Quality on Willingness to Pay a Premium (A Case Study of Nasi Kapau 47 Consumers). Undergraduate Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Supervisor (I) Dr. Heny Sidanti, S.E., M.M. Supervisor (II) Hendra Setiawan, S.E., M.M. This study aims to determine the influence of Customer Experience, Taste, Product Quality, and Service Quality on the Willingness to Pay a Premium (A Case Study of Nasi Kapau 47 Consumers). This research employs a quantitative approach using a survey method, with a sample size of 385 respondents. Purposive sampling was used as the sampling method. Data collection was conducted via questionnaires distributed through Google Forms. Data analysis was performed using the Statistical Product and Service Solutions (SPSS) software, version 25. The research results indicate that: 1) Customer Experience has a positive and significant influence on the Willingness to Pay a Premium among Nasi Kapau 47 consumers; 2) Taste has a positive and significant influence on the Willingness to Pay a Premium among Nasi Kapau 47 consumers; 3) Product Quality has a positive and significant influence on the Willingness to Pay a Premium among Nasi Kapau 47 consumers; 4) Service Quality has a positive and significant influence on the Willingness to Pay a Premium among Nasi Kapau 47 consumers; and 5) Customer Experience, Taste, Product Quality, and Service Quality simultaneously have a positive and significant influence on the Willingness to Pay a Premium (A Case Study of Nasi Kapau 47 Consumers).

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Customer Experience; Taste; Product Quality; Service Quality; Willingness to Pay a Premium
Subjects: A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: KURNIAWAN ARIEF ANANG
Date Deposited: 15 Oct 2026 06:04
Last Modified: 15 Oct 2026 06:04
URI: http://eprint.unipma.ac.id/id/eprint/10001

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