THE INFLUENCE OF COMPLAINT HANDLING, CUSTOMER EXPERIENCE, AND CONSUMER CONFIDENCE ON CONSUMER SATISFACTION (Study on CV Sumber Tani Mandiri Agricultural Store)

Abstract

This study aims to analyze the influence of complaint handling, customer experience, and consumer confidence on customer satisfaction at CV Sumber Tani Mandiri. A quantitative approach was applied using a survey method with 95 respondents selected through purposive sampling. The research variables include complaint handling (X1), customer experience (X2), consumer confidence (X3), and customer satisfaction (Y). Data were collected using questionnaires, observations, and interviews, then analyzed using multiple linear regression. The results indicate that complaint handling has a positive and significant effect on customer satisfaction (t = 2.684, p = 0.009), emphasizing the importance of a responsive complaint resolution process. Customer experience has the strongest influence (t = 5.205, p = 0.000), highlighting the role of positive consumer interactions in shaping satisfaction. Consumer confidence also significantly affects satisfaction (t = 3.509, p = 0.001), demonstrating the importance of trust in business relationships. Simultaneously, all three variables significantly contribute to customer satisfaction (F = 77.255, p = 0.000). These findings suggest that improving complaint handling, enhancing customer experience, and strengthening consumer confidence are crucial strategies for increasing customer satisfaction in the agricultural retail sector.