The Role Of Moderating Variables Price Towards Consumer Satisfaction Of Msmes In Indonesia

Fetty Nurmaziyyah, Yocki Pramudya Ananda

Abstract


This study aims to determine the effect of product quality and service quality on customer satisfaction with price as a moderating variable in MSMEs in the culinary sector in Indonesia. Sampling was carried out using purposive sampling technique to 100 respondents. The data analysis method used is the SEM (Structural Equation Modeling) PLS (Partial Least Square) approach using SmartPLS 3.0 software. The results showed that there is a positive effect of product quality on customer satisfaction, service quality has a positive effect on customer satisfaction, price does not moderate product quality on customer satisfaction, and price does not moderate service quality on service quality on customer satisfaction

Keywords: Product Quality, Service Quality, Price, Customer Satisfaction 


Full Text:

PDF

References


REFERENCES

Armstrong Gary, Kotler Philip (2018) Principles of Marketing 16th Edition.

Ananda, Y. P. (2022). Building And Communicating Brand By Micro, Small And Medium Enterprises (Msmes). Jees: Journal Of Economic Empowerment Strategy, 5(2), 68-81.

Astuti, M., MM, M., Matondang, N., Kom, S., & MM, M. T. (2020). Manajemen Pemasaran: UMKM dan Digital Sosial Media. Deepublish.

Arrafat, Y. (2018). Pengaruh Harga, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Toko Batik Sri Mulyadi di Solo. Universitas Muhammaddiyah Surakarta. Surakarta.

Budiarto, Balla Wahyu et al. 2023. “The Influence Of E-Customer Satisfaction, E-Service Quality And Sales Promotion On E-Customer Loyalty Of Tokopedia Customers.” JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) 9(6): 2472–79. doi:10.35870/jemsi.v9i6.1656

Chong, M. H., Chow, W. Y., Chow, X. Q., & Lim, C. C. H. (2023). Consumer satisfaction in e-shopping: Shopee Malaysia case. Asia Pacific Journal of Management and Education (APJME), 6(1), 94-107.

Databooks. (2023, Februari 13). Makanan dan Minuman Topang Sepertiga Industri Pengolahan Nasional pada 2022. Retrieved April 8, 2023, from https://databoks.katadata.co.id/datapublish/2023/02/13/makanan-dan-minuman-topang-sepertiga-industri-pengolahan-nasional-pada-2022

Dhaigude, Amol S., Archit Vinod Tapar, Mohammad Shameem Jawed, and Giridhar B. Kamath. 2023. “Is Perceived Value Enough to Create Loyalty for M-Wallets? Exploring the Role of Trust and Satisfaction.” Cogent Business and Management 10(3). doi:10.1080/23311975.2023.2281050

Dorce, L. C., da Silva, M. C., Mauad, J. R. C., de Faria Domingues, C. H., & Borges, J. A. R. (2021). Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price. Food Quality and Preference, 91, 104191

Ginting, Yanti Mayasari, Teddy Chandra, Ikas Miran, and Yusriadi Yusriadi. 2023. “Repurchase Intention of E-Commerce Customers in Indonesia: An Overview of the Effect of e-Service Quality, e-Word of Mouth, Customer Trust, and Customer Satisfaction Mediation.” International Journal of Data and Network Science 7(1): 329–40. doi:10.5267/j.ijdns.2022.10.001

Husain, T., & Sani, A. (2020). Kepuasan Pelanggan Toko Online Yang Dipengaruhi Kualitas Produk Dan Layanan. JITK (Jurnal Ilmu Pengetahuan dan Teknologi Komputer), 5(2), 291-296.

Khan, Rizwan Ullah, Yashar Salamzadeh, Qaisar Iqbal, and Shaohua Yang. 2022. “The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction.” Journal of Relationship Marketing 21(1): 1–26. doi:10.1080/15332667.2020.1840904.

Kotler & Armstrong. (2018). Principles of Marketing, 7th Edition. Australia: Pearson

Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran (Ketigabelas). Erlangga

Kotler, Philip and Gary Amstrong. (2016). Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta:Erlangga

Tjiptono, Fandy. (2010) Strategi Pemasaran. Edisi 3. Penerbit Andi. Yogyakarta

Tjiptono,Fandy. (2017) Service Management. Penerbit ANDI. Yogyakarta.

Ibrahim, M., & Thawil, S. M. (2019). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175-182.

Irwan, I., & Adam, K. (2015). Metode partial least square (PLS) dan terapannya (Studi kasus: analisis kepuasan pelanggan terhadap layanan PDAM unit camming kab. Bone). Teknosains: Media Informasi Sains dan Teknologi, 9(1), 53-68.

Jadhav, G. G., Gaikwad, S. V., & Bapat, D. (2023). A systematic literature review: digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76-91.

Juniarti, S. H. (2017). Minat Beli Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi pada Daebak Fan Cafe di Kota Depok) (Doctoral dissertation, Universitas Pembangunan Nasional Veteran Jakarta).

Kencana, P. N. (2018). The Effect of Price and Product Quality on Customer Satisfaction. PINISI Discretion Review, 2(1), 53-60.

Luthfiana, N. A., & Hadi, S. P. (2019). Pengaruh Promosi Penjualan dan E-service Quality Terhadap Minat Beli Ulang (Studi pada Pembeli di Marketplace Shopee). Jurnal Ilmu Administrasi Bisnis, 8(2), 97-104.

Mahsyar, S., & Surapati, U. (2020). Effect of service quality and product quality on customer satisfaction and loyalty. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01).

Marlina, S., & Wufron, W. (2021). Kualitas Pelayanan Berpengaruh Positif terhadap Kepuasan Pelanggan Café di Kabupaten Garut. Jurnal Wacana Ekonomi, 20(2), 115-121.

Melo, I. C., Queiroz, G. A., Junior, P. N. A., de Sousa, T. B., Yushimito, W., & Pereira, J. (2023). Sustainable digital transformation in small and medium enterprises (SMEs): A review on performance. Heliyon.

Murnilawati, M., Hairudinor, H., & Rasyidi, M. N. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Melalui Kualitas Pelayanan Sebagai Variabel Intervening Di Rumah Makan “Andina” Muara Teweh Kabupaten Barito Utara Provinsi Kalimantan Tengah. Jurnal Bisnis Dan Pembangunan, 8(1), 1-9.

Nandan Limakrisna, T. P. P. (2019). Manajemen Pemasaran: Teori dan Aplikasi Dalam Bisnis di Indonesia.

Ningtiyas, T. S. (2020). Pengaruh persepsi harga, lokasi dan kualitas pelayanan terhadap kepuasan konsumen pada jasa pengiriman barang. IQTISHADequity jurnal MANAJEMEN, 2(1).

Panjaitan, I. (2016). Pengaruh Pelayanan Dan Harga Pada Go-Jek Terhadap Kepuasan Konsumen Dengan Minat Sebagai Variabel Moderating (Study Kasus Pada Mahasiswa Universitas 17 Agustus 1945 Jakarta). Media Studi Ekonomi, 19(2).

Prayudhista, E., & Putri, A. A. (2022). Analisis Work Instruction Cargo Handling Oleh PT Angkasa Pura Logistik Pada Masa Pandemi Covid-19 Di PT Angkasa Pura I Bandar Udara Internasional Surabaya. Jurnal Kewarganegaraan, 6(1), 851-857.

Putri, N. T., Amrina, E., & Hasan, A. (2022). The Effect of Service Quality on Customer Satisfaction by Moderation of Organizational Culture and Price in View of ISO/IEC 17025: 2017. Jurnal Rekayasa Sistem Industri, 11(1), 109-120.

Priester, A., Robbert, T., & Roth, S. (2020). A special price just for you: Effects of personalized dynamic pricing on consumer fairness perceptions. Journal of Revenue and Pricing Management, 19, 99-112..

Opata, C. N., Xiao, W., Nusenu, A. A., Tetteh, S., & Asante Boadi, E. (2021). The impact of value co-creation on satisfaction and loyalty: The moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management & Business Excellence, 32(11-12), 1167-1181.

R, Martiana dan S, Apriani. Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Cafe Deumdee Rangkas Bitung. (2019). Asia Pacific J. Manag. Vol. 80. No. 3. Pp. 391–397.

Research, D. I. (2023, 3 15). Laporan Data] Pertumbuhan 55 Industri di Indonesia, 2011 – 2023. Retrieved from https://www.dataindustri.com/produk/laporan-data-pertumbuhan-55-industri-di-indonesia/

Riansyah, O., Damayanti, R., Usman, B., & Putra, A. E. (2017). Analisis Kualitas Pelayanan Angkutan Umum (Transmusi) Melalui Kinerja Terhadap Kepuasan Masyarakat di Kota Palembang. Jurnal Manajemen Dan Bisnis Sriwijaya, 15(1), 49-61.

Safitri, J. (2020). Pengaruh Bauran Pemasaran, Karakteristik Pemasaran Syariah, dan Citra Perusahaan terhadap Minat Beli Konsumen di Restoran Bumbu Desa Yogyakarta.

Saneva, D., & Chortoseva, S. (2020). Service quality, customer satisfaction and customer loyalty: Testing a structural equation model. Calitatea, 21(179), 124-128.

Skvarciany, Viktorija, and Daiva Jureviciene. 2017. “Factors Influencing Customer Trust in Mobile Banking: Case of Latvia.” EcoSkvarciany, V., & Jureviciene, D. (2017). Factors Influencing Customer Trust in Mobile Banking: Case of Latvia. Economics and Culture, 14(2), 69–76. https://doi.org/10.1515/jec-2017-0019nomics and Culture 14(2): 69–76. doi:10.1515/jec-2017-0019.


Refbacks

  • There are currently no refbacks.