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All Journal JURNAL MANAJEMEN MOTIVASI
Putri, Safira Nandita
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Price and Product Quality on Customer Satisfaction of The Body Shop Among Generation Z in Bandar Lampung Putri, Safira Nandita; Soegoesti, Dwi Gema; Ahadis, Hamartoni; Candra, Ade
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8437

Abstract

This study examines how price perception and product quality affect Generation Z consumer satisfaction with The Body Shop in Bandar Lampung. Using a quantitative explanatory survey with purposive sampling, data were collected from 100 Gen Z respondents and analyzed using multiple linear regression. Results show that price perception negatively impacts satisfaction, while product quality has a positive and more dominant effect. Both variables significantly influence satisfaction. The findings suggest that The Body Shop should focus on maintaining product quality, particularly sustainability and ethical values, while implementing competitive pricing strategies to enhance Gen Z satisfaction and loyalty.
Co-Authors Ade Candra, Ade Ahadis, Hamartoni Soegoesti, Dwi Gema