PENGARUH HARGA, PRODUK, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN DI PT RETAIL ANIMA PRAKARSA MAKASSAR

Authors

  • Muhammad Haddit Azhizi Institut Teknologi dan Bisnis Asia Malang
  • Ronald Suryaputra Institut Teknologi dan Bisnis Asia Malang
  • Tin Agustina Karnawati Institut Teknologi dan Bisnis Asia Malang

Keywords:

Price, Product, Promotion, Customer Satisfaction, Customer Loyalty

Abstract

The development of an increasingly competitive business world requires companies to continue to innovate and adapt to rapid changes in customer needs and expectations. This study aims to examine the effect of price, product, and promotion on customer satisfaction and its impact on customer loyalty. With 81 respondents who are active consumers of PT Retail Anima Prakarsa, this study uses the Structural Equation Modeling (SEM) method based on Smart PLS 3 to analyze the Outer and Inner models. The results showed that price and product quality had no significant effect on customer satisfaction, while promotion was shown to have a significant effect on customer satisfaction. In addition, price, product quality, and promotion have no significant effect directly on customer loyalty, but customer satisfaction is found to have a significant effect on customer loyalty. The findings also show that price, product quality, and promotion indirectly have an insignificant effect on customer loyalty through customer satisfaction. These results suggest that although price and product factors have no direct influence on satisfaction or loyalty, companies can increase customer satisfaction through appropriate promotional strategies, which in turn will have a positive impact on customer loyalty. This research provides a theoretical contribution in the development of marketing models in the retail sector.

Downloads

Download data is not yet available.

References

Bahri, S. (2018). Metodologi Penelitian Bisnis Lengkap dengan teknik Pengolahan Data SPSS. Yogyakarta: CV ANDI OFFSET

Faizah, Sumaryono, W., & Derriawan. (2020). Pengaruh Customer Relationship Manajemen dan Kualitas PelayananTerhadap Kepuasan Pasien serta Dampaknya kepada Loyalitas Pasien Non BPJS. JRB-Jurnal Riset Bisnis, 4(1), 70–85. https://doi.org/10.35814/jrb.v4i1.1678

Fajar Dwi Angga. (2024). Pengaruh Kualitas Produk Dan Promosi Terhadap Loyalitas Pelanggan Melalui Kepuasan Sebagai Variabel Intervening Pada Pengguna E-Commerce Tokopedia Di Purwokerto Skripsi. Αγαη, 15(1), 37–48.

Halimah, M. A., & Yanti, R. D. (2020). Pengaruh Strategi Penetapan Harga Terhadap Loyalitas Pelanggan Produk Kilat Khusus Mitra Korporat Kantor Pos Purwokerto. Jurnal Ecoment Global, 5(1), 70–79. https://doi.org/10.35908/jeg.v5i1.916

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran (Jilid 1). Erlangga. Indrasari, M. (2019). Pemasaran dan Kepuasan (1st ed.). Unitomo Press.

Oktaviani, G. (2019). Pengaruh Kepuasan Terhadap Loyalitas Pelanggan pada Jasa PT Gita Rifa Express (Studi Kasus Pengiriman Barang Daerah Batusangkar). Universitas Islam Riau, 10.

Perdani, V. G., & Sumitro. (2019). Pengaruh Promosi Dan Lokasi Terhadap Loyalitas Konsumen Yang Dimediasi Variabel Kepuasan Konsumen (Studi Pada Member Lapangan JK Futsal Tangerang). Jurnal Manajemen STEI, 02(01), 73–92. http://repository.stei.ac.id/id/eprint/6644

Putranusa, G. D. (2019). Pengaruh Harga, Promosi, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi Empiris pada Coffee Toffee Magelang). Universitas Muhammadiyah Magelang, 64.

Putri, R. A., & Devita, V. D. (2023). Memiliki Hewan Peliharaan Menjadi Tren Baru Saat Pandemi di Indonesia

Septiani, N. (2021). Pengaruh Harga dan Kualitas Produk terhadap Loyalitas Pelanggan. Jurnal Syntax Fusion, 1(10), 627–638. https://doi.org/10.54543/fusion.v1i10.87

Sholihudin, F., & Nuryanto, S. (2024). Faktor penentu loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening Determinants of customer loyalty with customer satisfaction as an intervening variable. 23, 185–200.

Silalahi, D. R., Lie, D., Butarbutar, M., & Pendahuluan, A. (2013). Pada Pt . Alam Terang Mandiri Cabang Pematangsiantar.

Tjiptono, F. (2016). Manajamen Jasa. Andi Offiset.

Wanda Wahidah, & Rayuwanto. (2023). Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan. Journal of Trends Economics and Accounting Research, 4(1), 65–72. https://doi.org/10.47065/jtear.v4i1.860

Downloads

Published

2024-12-31