Mie Gacoan merupakan salah satu restoran yang menghadirkan menu mie pedas dengan tingkat kepedasan sesuai level yang diinginkan konsumen. Berdasarkan observasi awal yang dilakukan, peneliti melihat Restoran Mie Gacoan ramai kunjungan pada setiap cabangnya, namun dengan pencapaian tersebut ditemukan adanya beberapa keluhan konsumen di media sosial Instagram Mie Gacoan, seperti keluhan mengenai kualitas makanan, pelayanan, maupun pengalaman yang diperoleh saat mengonsumsi. Dalam menghadapi persaingan yang ketat, pemilik bisnis tidak hanya harus menjual produk atau layanan, tetapi juga mempertimbangkan bagaimana menyediakan produk dan layanan yang memberikan experiential value yang tak terlupakan kepada konsumen dalam rangka meningkatkan kepuasan konsumen agar dapat bertahan dalam persaingan di industri kuliner. Experiential value dapat tercipta dari pengalaman konsumen dalam mengonsumsi produk atau jasa. Kepuasan konsumen hadir ketika nilai pengalaman sesuai dengan harapannya sebelum membeli atau mengonsumsi suatu produk atau jasa. Penelitian ini bertujuan untuk mengetahui pengaruh experiential value terhadap kepuasaan konsumen Restoran Mie Gacoan. Penelitian ini menggunakan metode explanatory survey dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen Restoran Mie Gacoan di Pulau Jawa. Sampel dalam penelitian ini sebanyak 210 responden dengan menggunakan teknik purposive sampling. Teknik analisis data menggunakan regresi linear sederhana. Berdasarkan hasil penelitian dan pembahasan yang telah dilakukan, dapat disimpulkan bahwa penerapan experiential value yang terdiri dari food quality, service quality, aesthetics dan playfulness pada Restoran Mie Gacoan termasuk pada kategori baik. Experiential value berpengaruh secara positif dan signifikan terhadap kepuasan konsumen Restoran Mie Gacoan. Hasil penelitian menunjukkan bahwa experiential value dapat meningkatkan kepuasan konsumen sebesar 10.4%. Kata Kunci: Experiential Value, Kepuasan Konsumen.

Mie Gacoan is one of the restaurants that present a spicy noodle menu with a level of spiciness according to the level desired by customers. Based on the observations, the researcher saw that Mie Gacoan Restaurant was a crowd at each branch but with that achievement, it was found that there were several customer complaints on social media, which is on Mie Gacoan Instagram, such as complaints about the food quality, service, and the experience gained when consuming. In the face of intense competition, business owners must not only sell products or services but also consider how to provide products and services that provide unforgettable experiential value to customers to increase customer satisfaction to survive in the competition in the culinary industry. Experiential value can be created from the customer's experience in consuming a product or service. Customer satisfaction is present when the value of the experience matches his expectations before buying or consuming a product or service. This study aims to determine the effect of experiential value on customer satisfaction of Mie Gacoan Restaurant. This study uses an explanatory survey method with a quantitative approach. The population in this study are customers of Mie Gacoan Restaurant in Java Island. The sample in this study was 210 respondents using the purposive sampling technique. The data analysis technique used simple linear regression. Based on the results of research and discussions that have been carried out, it can be concluded that the application of experiential values consisting of food quality, service quality, aesthetics, and playfulness at Mie Gacoan Restaurant is included in the good category. Experiential value has a positive and significant effect on customer satisfaction of Mie Gacoan Restaurant. The results showed that experiential value could increase customer satisfaction by 10.4%. Keywords: Experiential Value, Customer Satisfaction.

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