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Jan 16, 2025
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Jan 16, 2025
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Abstract

Penelitian ini dilatarbelakangi oleh perkembangan in­dus­tri deterjen di Bandung, yang menyebabkan tingkat per­saingan untuk memenangkan hati konsumen semakin tinggi. Keunikan dan inovasi produk baru dari pelaku bisnis deterjen dapat menentukan keberlanjutan dan kekuatan mereka dalam bersaing, terutama ketika menghadapi pesaing yang dapat mengancam kelangsungan hidup perusahaan. Salah satu contohnya adalah inovasi teknologi yang digunakan sebagai bahan baku pembuatan deterjen di Bandung. Berdasarkan data yang diperoleh, penjualan inovasi produk dari Soklin mengalami naik turun, dan satu-satunya cara bagi Soklin untuk terus mengalami pertumbuhan adalah dengan terus berinovasi. Sampel yang digunakan terdiri dari 50 responden yang secara rutin menggunakan Soklin di Bandung. Hasil penelitian ini menunjukkan bahwa inovasi produk ber­pe­nga­ruh terhadap loyalitas konsumen. Berdasarkan analisis yang dilakukan, peneliti menyarankan agar Soklin terus me­ngem­bangkan produk baru untuk dapat bersaing dengan produk pesaing, mempertahankan loyalitas konsumen, dan lebih mengintensifkan promosi produk inovatif mereka melalui media iklan dan media sosial. Mereka sebaiknya mencip­ta­kan produk deterjen yang lebih unik dan menarik serta sesuai dengan kebutuhan pasar dan kemajuan teknologi untuk meningkatkan kualitas produk, serta melakukan penelitian mengenai keinginan dan kebutuhan konsumen.

Keywords

Inovasi Produk Loyalitas Konsumen Soklin

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

Licensed under Creative Commons License a Creative Commons Attribution-NonCommercial 4.0 International License

How to Cite
Tasri, N., & Purwanda, E. W. (2025). Analisis Inovasi Produk Terhadap Loyalitas Konsumen. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 16(2), 596-604. Retrieved from https://permana.upstegal.ac.id/index.php/permana/article/view/615

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