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

Dinda Putri Titi Sari (), Henny Welsa () and Lusia Tria Hatmanti Hutami ()
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Dinda Putri Titi Sari: Universitas Sarjanawiyata Tamansiswa
Henny Welsa: Universitas Sarjanawiyata Tamansiswa
Lusia Tria Hatmanti Hutami: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, 2026, pp 389-405 from Springer

Abstract: 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.

Keywords: Hedonic Value; Functional Value; Customer Satisfaction (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-4200-0_22

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