Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Enjoyment, Experience Novelty, Speed Of Service, dan Perceived Usefulness terhadap Experience Extension melalui Experience Satisfaction pada pelanggan yang menggunakan self service di McDonald’s Bitung. Melalui pendekatan kuantitatif, data dikumpulkan menggunakan kuesioner yang disebarkan kepada 130 responden, yang merupakan pelanggan McDonald’s Bitung. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling dengen metode purposive sampling. Berdasarkan dari pengolahan data yang telah dilakukan, diperoleh hasil kelima hipotesis diterima. Terdapat hubungan yang signifikan antara perceived enjoyment, experience novelty, speed of service dan perceived usefulness terhadap experience satisfaction, serta experience satisfaction terhadap experience extension / This study aims to analyze the influence of Perceived Enjoyment, Experience Novelty, Speed Of Service, and Perceived Usefulness of Experience Extension through Experience Satisfaction to existing customers using self-service at McDonald's Bitung. Through a quantitative approach, data was collected using a questionnaire distributed to 130 respondents, who are McDonald's Bitung customers. The sampling technique used in this study is non-probability sampling with purposive method sampling. Based on the data processing that has been carried out, the results obtained are all five hypotheses were accepted. There is a significant relationship between perceived enjoyment, experience novelty, speed of service and perceived usefulness of experience satisfaction, as well as experience satisfaction with the experience extensions