Penelitian ini bertujuan untuk mengetahui pengaruh inovasi produk, pengalaman pelanggan, dan iklan terhadap kepuasan pelanggan sepeda motor Honda Scoopy di Kabupaten Kuningan, baik secara parsial maupun simultan. Metode penelitian yang digunakan adalah metode survei dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna sepeda motor Honda Scoopy di Kabupaten Kuningan, dengan teknik pengambilan sampel nonprobability sampling (convenience sampling), yaitu berdasarkan ketersediaan elemen dan kemudahan dalam memperoleh responden. Jumlah sampel dalam penelitian ini sebanyak 150 responden. Teknik pengumpulan data dilakukan melalui kuesioner online menggunakan Google Form, dengan pengukuran menggunakan skala interval. Data yang diperoleh dianalisis menggunakan analisis regresi linier berganda dengan bantuan aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa secara simultan, variabel inovasi produk, pengalaman pelanggan, dan iklan berpengaruh signifikan terhadap kepuasan pelanggan. Secara parsial, masing-masing variabel yaitu inovasi produk, pengalaman pelanggan, dan iklan juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan.
Kata kunci : Inovasi Produk, Pengalaman Pelanggan, Iklan, Kepuasan Pelanggan

This study aims to determine the effect of product innovation, customer experience, and advertising on the satisfaction of Honda Scoopy motorcycle customers in Kuningan Regency, both partially and simultaneously. The research method used is a survey method with a quantitative approach. The population in this study was Honda Scoopy motorcycle users in Kuningan Regency, with a nonprobability sampling technique (convenience sampling), which was based on the availability of elements and ease in obtaining respondents. The number of samples in this study was 150 respondents. The data collection technique was conducted through an online questionnaire using Google Form, with measurements using an interval scale. The data obtained were analyzed using multiple linear regression analysis with the help of SPSS version 25. The results showed that simultaneously, the variables of product innovation, customer experience, and advertising had a significant effect on customer satisfaction. Partially, each variable, namely product innovation, customer experience, and advertising, also had a positive and significant effect on customer satisfaction.
Keywords: Product Innovation, Customer Experience, Advertising, Customer Satisfaction