The impact of product innovation towards customers loyalty in cv zeribowl asia megamas medan

Kristianto, Josphin (2019) The impact of product innovation towards customers loyalty in cv zeribowl asia megamas medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Product innovation has an important meaning, not only as a tool to attract consumer interest, to maintain success the lives of valued companies but also to compete to increase customer satisfaction. It can be said that innovation is not only about the uniqueness and differences made by the company, which of course will cost not a little, but there are other values that can easily be perceived by the customer.CV Zeribowl Asia Megamas Medan is a company that provides food and beverages especially dessert.CV Zeribowl established since2015 andfounded by Mr. Steven and Mrs. Anita Tanotho.The methods used by the writer in this research are quantitative descriptive research. Data used in this research are primary data and secondary data. This research uses simple linear regression, hypothesis testing and determination coefficient to know the impact of product quality on buying decisions.Based on research result, the simple linear regression showed equation of Y = 5.487 + 0.710 X. It means that variable product innovation has a straight relationship to customers’ loyalty, that if there is an increase on product innovation, the Customers loyalty will also increase. The conclusion on this research is the hypothesis test showed that the variable product innovation has an impact to customers’ loyalty. The determination coefficient has resulted in 47,7% variable customers loyalty can be explained by variable product innovation and the rest of 52,3% can be explained by other factors that is not mentioned in this research.The recommendation for the company is CV Zeribowl must produce and develop new ideas such as adding new food and beverages menu and improving the quality of the food and beverages. CV Zeribowl must pay attention to the consistency and perform a quality control of the food and beverages

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