PENGARUH INOVASI DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI PRODUK BARU PADA PT. PRAPTA MAKASSAR
DOI:
https://doi.org/10.26618/competitiveness.v10i2.6597Abstrak
This study aims to determine the extent of the influence of innovation and product quality on customer satisfaction through new products. This type of research uses a quantitative approach. Data collection techniques through online questionnaires to 180 respondents. Hypothesis testing uses path analysis with the help of AMOS 21 software.The results showed that the innovation variable had a significant positive effect on new products; Product quality has a significant positive effect on new products; Innovation has a significant positive effect on customer satisfaction; Product quality has no significant positive effect on customer satisfaction; New products have a significant effect on customer satisfaction; Innovation has a significant positive effect on customer satisfaction through new products and product quality has a significant positive effect on customer satisfaction through new products.
Keywords: Innovation, Product Quality, Customer satisfaction, New produduct.
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