Improve Customer Satisfaction through Product Innovation in Social Media

Prasetya Tri Mahendra

Abstract


The purpose of this study was to identify and explain the importance of product innovation on consumer satisfaction through social media at HK Food Service Company, Nganjuk. This type of research uses quantitative research methods with a causal associative research design. In determining the sample, researchers used 73 consumers. Data analysis used validity test, reliability test, and classical assumption test, with data collection techniques in the form of an online questionnaire. Hypothesis testing by performing t statistical test for partial testing. The results of the study concluded that product innovation has a partial effect on customer satisfaction, as evidenced by the acquisition of the t value of 2.934 is greater than the t table with a significance of less than 0.05.


Keywords


product innovation; social media; consumer satisfaction

Full Text:

PDF

References


Akbar, M. M., & Parvez, N. (2009). Impact of Service Quality, Trust, and Customer. ABAC Journal, 29(1).

Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Alma, B. (2018). Pemasaran dan Pemasaran Jasa. BandungL Alfabeta.

Arikunto, S. (2010). Prosedur Penelitian Ilmiah. Jakarta: Rineka Cipta.

Gunawan, G. G., Sulaeman, M. (2020). Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance inthe Creative Industriesin Tasikmalaya. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 3, No 3, Page: 2543-2550

Huda, F. A. (2018). Pengertian Definisi Operasional. Retrieved from https://fatkhan.web.id/pengertian-definisi-operasional/

Husein Umar. (2013). Riset Pemasaran dan Perilaku Konsumen. Jakarta: Gramedia Pustaka Utama.

Kaplan, A. M., & Haenlein, M. (2016). Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster. Business horizons, 59(4), 441-450. https://doi.org/10.1016/j.bushor.2016.03.008

Kotler, P., & Armstrong, G. (2018). Principle of Marketing. Harlow: Pearson Education Limited.

Kotler, P., & Keller, K. L. (2016). Marketing Mangement. New Jersey: Pearson Pretice Hall, Inc.

Lenzun, J. J., Massie, J. D., & Adare, D. (2014). Pengaruh kualitas produk, harga dan promosi terhadap kepuasan pelanggan kartu prabayar telkomsel. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3).

Rustian, R. S. (2012). Apa itu Sosial Media. Retrieved from http://www.unpas.ac.id/apa-itu-sosial-media/

Sidiq, R. S. S., & Jalil, A. (2021). Virtual World Solidarity: How Social Solidarity is Built on the Crowdfunding Platform Kitabisa. com. Webology, 18(1).

Sidiq, R. S. S., & Maulida, H. (2021). Exploring Health Disparities in Indigenous Akit Tribal Community in Riau Province. MIMBAR: Jurnal Sosial dan Pembangunan, 37(1).

Santoso, S. (2012). Statistik Parametrik. Statmat : Jurnal Statistika Dan Matematika. https://doi.org/10.32493/sm.v1i1.2377

Sugiyono. (2015). Metode Penelitian. Bandung: Alfabeta.

Sukarmen, P., Sularso, A., & Wulandari, D. (2015). Analisis Pengaruh Inovasi Produk Terhadap Kepuasan Konsumen Dengan Keunggulan Bersaing Sebagai Variabel Intervening Pada Produk Gula Pasir Sebelas (Gupalas) Pabrik Gula Semboro Ptp Nusantara XI (Persero). Jurnal Ekonomi Akuntansi dan Manajemen, 12 (2).

Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi.

Wati, U. K., & Rakhmawati, E. (2016). Meningkatkan Motorik Halus Melalui Kegiatan Memasak Pada Siswa Kelompok B TK Kartika III-41 Demak Tahun Ajaran 2015 / 2016. PAUDIA : Jurnal Penelitian Dalam Bidang Pendidikan Anak Usia Dini, 5(1). https://doi.org/10.26877/paudia.v5i1.1176

Yulistira, S. (2017). Pengaruh Price Discount, Bonus Pack, Dan In-Store Display Terhadap Impulse Buying Serta Pengaruhnya Pada Kepuasan Konsumen (Studi Pada Supermarket Xing Mart di Kota Pontianak).




DOI: https://doi.org/10.33258/birci.v4i3.2139

Article Metrics

Abstract view : 236 times
PDF - 164 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.