Dewi, Arinda Yulia (2025) PENGARUH PENGEMBANGAN PRODUK TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN PENGGUNA PRODUK KECANTIKAN PADA MAHASISWA GEN Z DI KOTA SEMARANG. Skripsi thesis, Universitas BPD.
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Abstract
The beauty industry is growing rapidly, driving competition that requires companies to innovate through product development. This study examines the effect of product development on customer satisfaction and customer loyalty. The sample consisted of 120 female Generation Z students in Semarang City who use beauty products, selected using purposive sampling. Data were analyzed using multiple linear regression to measure the relationships among variables. The results indicate that product development has a positive and significant effect on customer satisfaction, as well as a positive and significant effect on customer loyalty, making product innovation a key strategy to maintain customer satisfaction and loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Industri kecantikan terus berkembang pesat, mendorong persaingan yang menuntut perusahaan berinovasi melalui pengembangan produk. Penelitian ini menguji pengaruh pengembangan produk terhadap kepuasan dan loyalitas pelanggan. Sampel penelitian terdiri dari 120 mahasiswa perempuan generasi Z di Kota Semarang yang menggunakan produk kecantikan, dipilih melalui teknik purposive sampling. Data dianalisis menggunakan 2 persamaan regresi linear sederhana untuk mengukur pengaruh. Hasil penelitian menunjukkan bahwa pengembangan produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, serta berpengaruh positif dan signifikan terhadap loyalitas pelanggan, sehingga inovasi produk menjadi strategi kunci dalam mempertahankan kepuasan dan loyalitas konsumen. |
| Uncontrolled Keywords: | Product development, Customer satisfaction, Customer loyalty. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HG Finance H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 24 Oct 2025 05:44 |
| Last Modified: | 24 Oct 2025 05:44 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2995 |
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