Analisis Kepuasan Pelanggan Mixue

Abstract

This research aims to determine whether there is an influence between the halal label, taste image, price perception on consumer satisfaction with Mixue Ice Cream & Tea. Mixue is an ice cream and tea shop company that originates from China and has been established since June 1997. Mixue currently has more than 10,000 shops inside and outside China, including Indonesia. Sample collection was carried out using a non-probability sampling technique with purposive sampling technique, the total sample was 100 respondents. The collected data was then processed using IBM SPSS Version 26 until valid data results were obtained. However, based on data obtained from research results that have been distributed through questionnaires, it shows that the Halal Label, Taste Image, Price Perception have a very positive and significant influence on consumer satisfaction.