JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Influence of Price and Product Quality on Customer Satisfaction of The Body Shop Among Generation Z in Bandar Lampung

Putri, Safira Nandita (Unknown)
Soegoesti, Dwi Gema (Unknown)
Ahadis, Hamartoni (Unknown)
Candra, Ade (Unknown)

Article Info

Publish Date
21 Nov 2025

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.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...