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The Effect of Perceived Values on Customer Loyalty with Customer Satisfaction as an Intervening Variable on Consumers of the Body Shop Green Cosmetic Products in Yogyakarta

In: Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development

Author

Listed:
  • Dinda Putri Titi Sari

    (Universitas Sarjanawiyata Tamansiswa)

  • Henny Welsa

    (Universitas Sarjanawiyata Tamansiswa)

  • Lusia Tria Hatmanti Hutami

    (Universitas Sarjanawiyata Tamansiswa)

Abstract

This study aims to analyze the influence of Customer Values in The Body Shop products affecting customer satisfaction which results in customers being loyal to The Body Shop. The population in this study were the body shop customers who made at least one purchase. The object of the study was The Body Shop Yogyakarta customers in 2024. The sample was purposive, and 200 respondents were obtained which were then analyzed using multiple linear regression and the Sobel test. The sampling technique was distributing questionnaires using Google Forms via WhatsApp. The objectives of this study are (1) hedonic value affects customer satisfaction, (2) social value affects customer satisfaction, (3) functional value affects customer satisfaction, (4) hedonic value affects customer loyalty, (5) social value affects customer loyalty, (6) functional value affects customer loyalty, and (7) customer satisfaction affects customer loyalty. The results showed that Hedonic value had a significant positive effect on customer satisfaction. Social value also has a significant positive effect on customer satisfaction, and Functional value has a significant positive effect on customer satisfaction. Hedonic value has a significant positive effect on customer loyalty but social value does not affect customer loyalty, Functional value has a significant positive effect on customer loyalty, but Customer satisfaction does not affect customer loyalty. The study reveals that social value and customer satisfaction do not significantly influence loyalty, suggesting that loyalty may be driven more by personal gratification and product utility rather than social considerations or general satisfaction alone.

Suggested Citation

  • Dinda Putri Titi Sari & Henny Welsa & Lusia Tria Hatmanti Hutami, 2026. "The Effect of Perceived Values on Customer Loyalty with Customer Satisfaction as an Intervening Variable on Consumers of the Body Shop Green Cosmetic Products in Yogyakarta," Springer Proceedings in Business and Economics, in: Vikas Kumar & Tuan Hung Vu & Pooja Nanda & Suddin Lada (ed.), Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, pages 389-405, Springer.
    • Handle: RePEc:spr:prbchp:978-981-95-4200-0_22
    DOI: 10.1007/978-981-95-4200-0_22
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