<![CDATA[This study aims to analyze the effect of customer experience on marketing performance with green product development as a mediating variable among Beauty Shop MSMEs in Samarinda City. A quantitative approach was employed using purposive sampling. Data were collected from 273 Beauty Shop MSME owners and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that customer experience has a positive and significant effect on both marketing performance and green product development. Green product development also has a positive and significant effect on marketing performance and mediates the relationship between customer experience and marketing performance. These findings indicate that positive customer experience can encourage environmentally friendly product innovation, which in turn enhances marketing performance. The study provides practical implications for Beauty Shop MSMEs to strengthen customer experience while integrating sustainability principles into product development.]]>
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