Pengaruh Pengembangan Produk Baru dan Promosi melalui Media Sosial terhadap Kepuasan Pelanggan Swastika Parfume Kota Kediri

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.