Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Loyalitas Pelanggan
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, citra merek dan persepsi harga terhadap kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomika dan Bisnis Universitas Stikubank Semarang, peneliti mengambil sampel sebanyak 100 responden menggunakan teknik purposive sampling dengan kriteria responden sudah menggunakan sepeda motor matic Honda minimal 1 tahun pemakaian. Analisis data yang digunakan adalah regresi linier berganda dengan batuan program SPSS 21. Hasil penelitian menunjukan bahwa kualitas produk tidak berpengaruh signifikan terhadap kepuasan pelanggan, citra merek tidak berpengaruh signifikan terhadap kepuasan pelanggan, persepsi harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, citra merek tidak berpengaruh signifikan terhadap loyalitas pelanggan, persepsi harga tidak berpengaruh signifikan terhadap loyalitas pelanggan dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan.
Kata Kunci: Kualitas Produk; Citra Merek; Persepsi Harga; Kepuasan Pelanggan dan Loyalitas Pelanggan.
Abstract
This study aims to examine and analyze the effect of product quality, brand image and price perception of customer satisfaction and its impact on customer loyalty. The population in this study were students of the Faculty of Economics and Business at Stikubank Semarang University, researchers took a sample of 100 respondents using purposive sampling technique with the criteria for respondents already using Matic Honda motorbikes at least 1 year of use. The data analysis used is multiple linear regression with the SPSS 21 program rock. The results of the study indicate that the quality of the product does not have a significant effect on customer satisfaction, the brand image does not have a significant effect on customer satisfaction, the price perceptions have a positive and significant effect on customer satisfaction, product quality has a positive effect and significant to customer loyalty, the brand image does not have a significant effect on customer loyalty, thus, the price perception does not have a significant effect on customer loyalty and customer satisfaction has a positive and significant effect on customer loyalty.
Keywords: Quality Of Products; Brand Image; Price Perceptions; Customer Satisfaction and Customer Loyalty.
Full Text:
Download PDFReferences
Aaker, D. A., & Biel, A. (1993). Brand Equity and Advertising: Advertising’s Role in Building Strong Brands (1st ed.). Psychology Press
Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: Testing the mediating role. case analysis in an international service company. London: Centre for Business & Economic Research.
Amilia, S. (2017). Pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian handphone merek xiaomi di kota langsa. Jurnal Manajemen dan Keuangan, 6(1), 660-669.
Arfan, M. F., Fauzi, A., & Rini, E. S. (2019). The effect of promotion, price perception and product quality on purchasing weaving decisions on consumers of Raki weaving assisted by Deli Serdang cooperative service. International Journal of Research and Review, 6(7), 349-360.
Ariescy, R. R., Yulisetiarini, D., & Dimyati, M. (2017). Pengaruh Kualitas Produk dan Harga Terhadap Kepuasan dan Loyalitas Pelanggan Sepeda Motor Honda di Kabupaten Jember. RELASI: JURNAL EKONOMI, 13(2), 295-314.
Arman; Shabbir, Sayyed Adnan. (2020). Eurasian Journal of Social Sciences; Istanbul Vol. 8, Iss. 2, 75-84.
Chao, R. F., 2015. The influence of service quality, brand image, and customer satisfaction on customer loyalty for private Karaoke rooms in Taiwan. The Journal of Global Business Management, 11, pp. 59-67.
Choiriah, E. N. M., & Liana, L. (2019). Pengaruh Kualitas Produk, Citra Merek, dan Kualitas Layanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan (Studi pada Pelanggan Sepeda Motor Honda di Kota Semarang). MADIC
Dick, A.S., & K. Basu. (1994), Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp. 99-113.
Fatema, M., Azad, M., and Masum, A., (2015). Impact of brand image and brand loyalty in measuring brand equity of Islami Bank Bangladesh Ltd. Asian Business Review, 2(1), pp. 42-46
Febryanto, Bernarto, I. (2018). The Effects of Service Quality, Competitive Prices and Product Quality on Customer Satisfaction. Journal of Environmental Management and Tourism, (Volume IX, Fall), 6(30): 1165-1171.
Fiazisyah, Annisa., & Purwidiani, Niken. (2018). Pengaruh Kualitas Produk, Harga, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Restoran Cepat Saji KFC Basuki Rahmat Surabaya. e-journal Boga, Vol 7, No. 2.
Garvin, D. A. (1984). What does "product quality" really mean? Sloan Management Review (Pre-1986), 26(1), 25-43. Retrieved from https://www.proquest.com/scholarly-journals/what-does-product-quality-really-mean/docview/2081489739/se-2?accountid=32031
Harjati, Lily., & Venesia, Yurike. (2015). Pengaruh Kualitas Layanan dan Persepsi Harga Terhadap Kepuasan Pelanggan Pada Maskapai Penerbangan Tiger Air Mandala. E-Journal WIDYA Ekonomika, Vol 1, No. 1, ISSN: 2338-7807.
Hong, S.C., and Goo, Y.J.J. (2004). A causal model of customer loyalty in professional service firms: an empirical study. International Journal of Management, Vol. 21 No. 4, pp.531-540.
Jana, A. (2014). Impacts of the attributes of service quality on customer satisfaction and the interrelationship among service quality, customer satisfaction and customer loyalty. Johar, 9(2)
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Khairawati, S. (2020). Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty. International Journal of Research in Business and Social Science, 9(1), 15-23.
Kristianti, Tina., & Rivai, Alimuddin Rizzal. (2018). Pengaruh Persepsi Harga, Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan Pelanggan Pada Warunk Upnormal Semarang. Telaah Manajemen, Vol. 15 Edisi 2, 128-136, ISSN : 1693-9727.
Kotler, Philip dan Keller, 2009. Manajemen Pemasan. Edisi Ketigabelas, Jilid 1. ISBN 978-0-13-600998-6. Penerbit Erlangga
Long, C. Z., Sha, Z. Q., & Gan, S. G. (2010). Development and verification of an FMCG brand image conceptual model based on Chinese consumer samples. Forecasting, 29, 19-25.
Lupiyoadi, Rambat dan A.Hamdani (2001) Manajemen Pemasaran Jasa. Jakarta : Salemba Empat.
Malik, F., Yaqoob, S., & Aslam, A. S. (2012). The impact of price perception, service quality, and brand image on customer loyalty (study of hospitality industry in Pakistan). Interdisciplinary Journal of contemporary research in business, 4(5), 487-505.
Novianti, N., Endri, E., & Darlius, D. (2018). Kepuasan Pelanggan Memediasi Pengaruh Kualitas Pelayanan dan Promosi terhadap Loyalitas Pelanggan. MIX: Jurnal Ilmiah Manajemen, 8(1), 90-108.
Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of consumer research, 20(3), 418-430.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Palilati, A. (2007). Pengaruh nilai pelanggan kepuasan terhadap loyalitas nasabah tabungan perbankan di Sulawesi Selatan. Jurnal manajemen dan kewirausahaan, 9(1), 73-81.
Putri, Y. L., & Utomo, H. (2017). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening (Studi persepsi pada pelanggan dian comp ambarawa). Among Makarti, 10(1).
Pramudyo, A. (2016). Pengaruh Citra Merek Terhadap Loyalitas Melalui Kepuasan Sebagai Intervening (Studi pada Mahasiswa Perguruan Tinggi Swasta di Yogyakarta). Jurnal Bisnis, Manajemen, dan Akuntansi, 1(1).
Rimawan, Erry., Mustofa, Ali., Mulyanto, Angga Dwi. (2017). the influence of product quality, service quality and trust on customer satisfaction and its impact on customer loyalty (Case Study PT ABC Tbk). International Journal of Scientific & Engineering Research Volume 8, Issue 7, ISSN: 2229-5518.
Rizan, Mohamad., Yulianti, Dahliana., Rahmi. (2015). The Influence of Price and Service Quality of Brand Image and Its Impact On Customer Satisfaction Gojek (Students Study On A State University of Jakarta). Jurnal Riset Manajemen Sains Indonesia (JRMSI), Vol 6, No. 2.
Rusmahafi, Fikri Aulawi., & Wulandari, Ririn. (2020). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68-77, ISSN: 2146-4405.
Selang, C. A. (2013). Bauran pemasaran (marketing mix) pengaruhnya terhadap loyalitas konsumen pada fresh mart Bahu Mall Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(3).
Veloso, Claudia Miranda., Magueta, Daniel., Ribeiro, Humberto., Alves, Sandra Raquel. (2018). The Links Between Service Quality Brand Image Customer Satisfaction and Loyalty In The Retail Industry. Economic and Social Development: Book of Proceedings; Varazdin : 497-511.
Weenas, J. R. (2013). Kualitas produk, harga, promosi dan kualitas pelayanan pengaruhnya terhadap keputusan pembelian Spring Bed Comforta. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4).
Yuen, E. F. T., & Chan, S. S. L. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management, 17(3-4), 222-240.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31.
Zeithaml, V., Parasuraman, A. & Berry, L. (1990). Delivering Quality Service, New York: The Free Press.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
DOI: https://doi.org/10.37531/sejaman.v5i1.1556
Refbacks
- There are currently no refbacks.
