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All Journal Kontribusi: Jurnal Penelitian dan Pengabdian Kepada Masyarakat Proceedings of The ICECRS Jurnal Ekonomi dan Manajemen (JEKMA) Jurnal Pengabdian Kepada Masyarakat Dinamika Pendidikan Jurnal Manajemen, Bisnis dan Kewirausahaan
Elis Irmayanti
Universitas Nusantara PGRI Kediri
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Pengaruh Pengembangan Produk Baru dan Promosi melalui Media Sosial terhadap Kepuasan Pelanggan Swastika Parfume Kota Kediri Mohammad Alvian; Elis Irmayanti; Efa Wahyu Prastyaningtyas
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 6 No. 2 (2026): Agustus : Jurnal Manajemen, Bisnis dan Kewirausahaan (JUMBIKU)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v6i2.7661

Abstract

The increasingly fierce competition in the perfume industry drives business players to implement marketing strategies capable of enhancing customer satisfaction. New product development and social media promotions are seen as crucial steps because they can add value to products, expand market reach, and strengthen relationships with consumers. This study aims to examine the impact of new product development and social media promotion on customer satisfaction at Swastika Parfume, Kediri City, by analyzing both partial and simultaneous effects. A quantitative approach was applied through a survey method involving 80 randomly selected respondents. Data collection was conducted using Google Forms with a five-point Likert scale, and the data were analyzed using validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination tests with the help of SPSS version 23. The findings indicate that new product development has a positive and significant impact on customer satisfaction. Social media promotion also has a positive and significant effect on customer satisfaction. Both independent variables simultaneously proved to have a positive and significant influence on customer satisfaction, contributing 80.2% to the variation in customer satisfaction, while the remainder is influenced by other factors outside this study. These findings suggest that improving the quality of new product development, supported by effective social media promotion, can enhance customer satisfaction. This research provides insights for Swastika Parfume in Kediri City to continue innovating products and optimizing digital promotion strategies to increase customer satisfaction and strengthen business competitiveness.
Co-Authors Aan Nurfahrudianto Afandi, Zainal Agus Muji Santoso Bayu Surindra Bea Hana Siswati Catur Hariyono Dewi Sholihatur Rohmah EFA WAHYU PRASTYANINGTYAS Endang Sri Mujiwati Ericka Darmawan Eunike Rose Mita lukiani Farikhah Nur Afiyah Guruh Sukma Hanggara Heru Budiono Laelatul Zahro M. Anas Mohamad Amin Mohammad Alvian Novendra Priya Ditya Nurul Fatmawati Permata Valenta Poppy Rahmatika Primandiri Purwanto Purwanto Rino Sardanto Rizhal Hendi Ristanto Sendi Rizki Yoga Pratama Rizki Yoga Pratama Setyowidodo, Irwan Shinta Maya Shafa Siti Aizah Tjetjep Yusuf Afandi Tri Julianto Widi Wulansari, Widi Widia Wulansari Yulianna Puspitasari Zainal Arifin