Anggriyani, Elvian Dwi (2026) PENGARUH INOVASI PRODUK, PENGALAMAN PELANGGAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN LIPSTIK WARDAH (Survei Pada Konsumen Lipstik Wardah di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh inovasi produk, pengalaman pelanggan dan kepercayaan terhadap loyalitas pelanggan lipstik Wardah. Sampel dalam penelitian ini adalah pengguna lipstik Wardah di Kabupaten Kuningan. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan menggunakan kuesioner melalui google form. Jumlah keseluruhan sampel dalam penelitian ini sebanyak 150 responden. Teknik pengumpulan data yang digunakan oleh penulis dalam penelitian ini adalah kuesioner dan pengukurannya menggunakan skala interval, data yang didapat diolah dengan metode analisis regresi linear berganda dengan bantuan aplikasi SPSS versi 25. Hasil penelitian menunjukan bahwa (1) inovasi produk, pengalaman pelanggan dan kepercayaan berpengaruh dan signifikan terhadap loyalitas pelanggan, (2) inovasi produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (3) pengalaman pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (4) kepercayaan berpengaruh positif dan signifikan terhadap loyalitas pelanggan.

This study aims to determine the effect of product innovation, customer experience and trust on customer loyalty of Wardah lipstick. The sample in this study were Wardah lipstick users in Kuningan Regency. The method used in this study is a quantitative method using a questionnaire via google form. The total number of samples in this study was 150 respondents. The data collection technique used by the author in this study was a questionnaire and its measurement used an interval scale, the data obtained was processed using the multiple linear regression analysis method with the help of the SPSS version 25 application. The results of the study showed that (1) product innovation, customer experience and trust have a significant effect on customer loyalty, (2) product innovation has a positive and significant effect on customer loyalty, (3) customer experience has a positive and significant effect on customer loyalty, (4) trust has a positive and significant effect on customer loyalty.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kata Kunci : Inovasi Produk, Pengalaman Pelanggan, Kepercayaan, Loyalitas Pelanggan, Pemasaran. Keywords: Product Innovation, Customer Experience, Trust, Customer Loyalty, Marketing.
Subjects: H Social Sciences > HG Finance
H Social Sciences > HJ Public Finance
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Elvian Dwi Anggriyani
Date Deposited: 06 Jan 2026 02:26
Last Modified: 06 Jan 2026 02:26
URI: https://rama.uniku.ac.id/id/eprint/4428

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