THE INFLUENCE OF PRODUCT INNOVATION ON CUSTOMER LOYALTY IN THE BEVERAGE PRODUCT BUSINESS IN TANJUNGPINANG

Authors

  • Dwi Septi Haryani Universitas Persada Indonesia YAI Jakarta
  • Yudi Yulius Faculty of Economics and Business, Universitas Persada Indonesia (UPI) Y.A.I, Jakarta
  • Nandan Limakrisna Faculty of Economics and Business, Universitas Persada Indonesia (UPI) Y.A.I, Jakarta

DOI:

https://doi.org/10.56107/penanomics.v2i3.142

Keywords:

Beverage Product, Customer Loyalty, Product Innovation

Abstract

One of the business goals is to be able to retain customers and make customers loyal. One of the things that makes customers loyal is product innovation, therefore product innovation is needed in every company to maintain its customers. his study aims to determine the effect of product innovation on customer loyalty of Seven Beverage Products in Tanjungpinang City. The research method used in this research is descriptive with a quantitative approach. The data analysis technique used is descriptive analysis, data quality test, classical assumption test, simple linear regression test, and hypothesis testing with the help of the SPSS 25 program. The results of this study are based on hypothesis testing, the t-test shows that product innovation has a significant effect on customer loyalty. Namely, Product Innovation (X) produces a t-value of 41,986 with a p-value of 0.000. The test results showed a p-value (0.000) < level of significance (= 5%). Meanwhile, in terms of product innovation, Seven has made quite a good innovation, it can be seen from the score obtained on the results of the questionnaire. Then, customer loyalty Seven has received loyalty from its customers, it can be seen from the good score obtained from the customer loyalty variable questionnaire. The conclusion of this study shows that product innovation in Seven beverage products in the city of Tanjungpinang has a significant effect on customer loyalty, and Seven beverage products have made very good product innovations. Then on customer loyalty, Seven products have also gained loyalty from their customers.

Downloads

Download data is not yet available.

References

Aaker, D. (2007). Innovation: Brand it or Lose it. California Management Review, 50(1), 8–24. https://doi.org/10.2307/41166414

Arif, M., & Syahputri, A. (2021). The influence of brand image and product quality on customer loyalty with Consumer Satisfaction as an Intervening Variable at PT. Sinar Menara Deli Medan. Journal of International Conference Proceedings (JICP), 4(2), 398–412.

Aryoni, A., Eldine, A., & Muniroh, L. (2019). PENGARUH INOVASI PRODUK TERHADAP LOYALITAS KONSUMEN. Manager : Jurnal Ilmu Manajemen, 2(2), 1–10. https://doi.org/10.32832/manager.v2i2.2557

Bitner, M. J. (2001). Guru ’ s view Service and technology : opportunities and paradoxes. Managing Service Quality, 11(6), 375–379.

Carbonell, P., & Rodriguez, A. I. (2006). The impact of market characteristics and innovation speed on perceptions of positional advantage and new product performance. International Journal of Research in Marketing, 23(1), 1–12. https://doi.org/10.1016/j.ijresmar.2006.01.002

Channa, N. A., Bhutto, M. H., Bhutto, M., Bhutto, N. A., & Tariq, B. (2022). Capturing customer’s store loyalty through relationship benefits: moderating effect of retail innovation. European Business Review, 34(1), 20–40. https://doi.org/10.1108/EBR-09-2019-0179

Dachi, A. (2020). Inovasi Produk terhadap Keputusan Pembelian dan dampaknya terhadap loyalitas pelanggan : Studi Pengguna Mobil Toyota Calya di Kota Bogor dan Bekasi. JSHP : Jurnal Sosial Humaniora Dan Pendidikan, 4(2), 120–129. https://doi.org/10.32487/jshp.v4i2.843

Dhewanto, W. (2015). Manajemen Inovasi Untuk Usaha Kecil dan Mikro. CV. Alfa Beta.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001

Fauzi, M. R., & Mandala, K. (2019). PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN INOVASI PRODUK TERHADAP KEPUASAN UNTUK MENINGKATKAN LOYALITAS PELANGGAN. E-Jurnal Manajemen Universitas Udayana, 8(11), 6741–6761. https://doi.org/10.24843/EJMUNUD.2019.v08.i11.p18

Hasnatika, I. F., & Nurnida, I. (2018). Analisis Pengaruh Inovasi Produk Terhadap Keunggulan Bersaing Pada UKM “Duren Kamu Pasti Kembali” di Kota Serang. Jurnal Riset Bisnis Dan Investasi, 4(3), 1–9. https://doi.org/10.35697/jrbi.v4i3.1252

Hurriyati, R. (2010). Bauran Pemasaran dan Loyalitas Konsumen. ALFABETA.

Lee, S. U., Park, G., & Kang, J. (2018). The double-edged effects of the corporate venture capital unit’s structural autonomy on corporate investors’ explorative and exploitative innovation. Journal of Business Research, 88(January), 141–149. https://doi.org/10.1016/j.jbusres.2018.01.049

Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50–64. https://doi.org/10.1509/jmkg.64.3.50.18024

Mustamu, E. J., & Ngatno, N. (2021). Pengaruh Inovasi Produk Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada KFC Srondol. Jurnal Ilmu Administrasi Bisnis, 10(1), 689–696. https://doi.org/10.14710/jiab.2021.29650

Putra, M. C. S. D., & Ekawati, N. W. (2017). Pengaruh Inovasi Produk, Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Sepeda Motor Vespa. E-Jurnal Manajemen Universitas Udayana, 6(3), 1674–1700.

Santoso, E. B., & Samboro, J. (2017). Pengaruh Promosi Penjualan Dan Inovasi Produk Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Loyalitas Pelanggan. Adbis: Jurnal Administrasi Dan Bisnis, 11(1), 1–9. https://doi.org/10.33795/j-adbis.v11i1.9

Sinurat, E. S. M., Lumanauw, B., & Roring, F. (2017). Pengaruh Inovasi Produk, Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Mobil Suzuki Ertiga. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(2), 2230–2239.

Somalua, R., Asim, Nurminingsih, & Siregar, R. (2022). the Effect of Product Quality and Product Innovation on Consumer Loyalty in Fizzul Putra Mandiri Convection, Jombang Regency. Marginal : Journal of Management, Accounting, General Finance and International Economic Issues, 1(2), 43–52. https://doi.org/10.55047/marginal.v1i2.132

Yuliza, M. (2018). PENGARUH CITRA MEREK, KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP LOYALITAS KONSUMEN MOBIL AVANZA DI KABUPATEN PASAMAN BARAT. Jurnal Apresiasi Ekonomi, 5(3), 148–154. https://doi.org/10.31846/jae.v5i3.132

Downloads

Published

2023-09-13

How to Cite

Dwi Septi Haryani, Yudi Yulius, & Nandan Limakrisna. (2023). THE INFLUENCE OF PRODUCT INNOVATION ON CUSTOMER LOYALTY IN THE BEVERAGE PRODUCT BUSINESS IN TANJUNGPINANG. PENANOMICS: International Journal of Economics, 2(3), 41–48. https://doi.org/10.56107/penanomics.v2i3.142

Issue

Vol. 2 No. 3 (2023): December

Section

Articles

License

Copyright (c) 2023 Dwi Septi Haryani, Yudi Yulius, Nandan Limakrisna

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.