PENGARUH NILAI YANG DIRASAKAN DAN SENSITIVITAS HARGA TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA PADA NIAT BELI ULANG
(Studi Pada Pengguna Smartphone Samsung)
Abstract
Hadirnya teknologi komunikasi memberi kemudahan dalam kehidupan sehari – hari, sehingga kebutuhan alat komunikasi mengalami peningkatan pada setiap tahunnya. Hal ini mengharuskan perusahaan untuk terus memenuhi kebutuhan konsumen agar dapat menciptakan rasa puas dan niat untuk membeli kembali. Dilakukannya penelitian ini untuk menguji adanya pengaruh nilai yang dirasakan, sensitivitas harga terhadap kepuasan konsumen dan dampaknya pada niat pembelian ulang. Populasi penelitian mengacu pada pengguna smartphone Samsung, dengan teknik pengambilan sampel non probalility sampling yaitu purposive sampling berdasarkan kriteria yang telah ditentukan. Metode pengumpulan data yang digunakan yakni penyebaran kuesioner secara online melalui google form dengan skala pengukuran likert 1 – 5, sehingga didapat data responden sebanyak 135 orang pengguna smartphone Samsung. Adapun alat bantu yang digunakan untuk melakukan pengujian instrumen yaitu program SPSS versi 23. Hasil penelitian menunjukkan bahwa variabel nilai yang dirasakan berpengaruh positif dan signifikan pada kepuasan konsumen, kepuasan konsumen berpengaruh positif dan signifikan pada niat beli ulang. Hasil penelitian selanjutnya variabel sensitivitas harga tidak berpengaruh signifikan terhadap kepuasan konsumen. Hasil penelitian ini memberikan penjelasan mengenai semakin banyak konsumen menerima manfaat dari produk smartphone Samsung, maka akan berdampak pada niat untuk membeli kembali. Namun tingkat sensitivitas konsumen terhadap harga tidak menjadi pertimbangan untuk mengukur kepuasan konsumen.
Keywords:
Nilai Yang Dirasakan, Sensitivitas Harga, Kepuasan Konsumen, Niat Beli Ulang
References
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service quality, perceived value, customer satisfaction, and image: An empirical study. Service Industries Journal, 29(2), 111–125. https://doi.org/10.1080/02642060802292932"
Ibama, H., OnajiteLolia, E., & Gibson, O. C. (2022). "Customer Perceived Value and Customer Satisfaction of Hotels in Customer Perceived Value and Customer Satisfaction of Hotels in Port Harcourt , Nigeria. South Asian Journal of Marketing & Management Research (SAJMMR), 12(1), 75–95. https://doi.org/10.5958/2249-877X.2022.00010.8"
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Khudhair, H. Y., Jusoha, A., Mardani, A., & Nor, K. M. (2019). "A conceptual model of customer satisfaction: Moderating effects of price sensitivity and quality seekers in the airline industry. Contemporary Economics, 13(3), 283–292. https://doi.org/10.5709/ce.1897-9254.313"
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Bricci, L., Fragata, A., & Antunes, J. (2016). "The Effects of Trust, Commitment and Satisfaction on Customer Loyalty in the Distribution Sector. Journal of Economics, Business and Management, 4(2), 173–177. https://doi.org/10.7763/joebm.2016.v4.386"
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Jurnal Tugas Ind 3. "Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation, XXVIII(August), 307–319."
Dominique-Ferreira, S., & Antunes, C. (2020). "Estimating the price range and the effect of price bundling strategies: An application to the hotel sector. European Journal of Management and Business Economics, 29(2), 166–181. https://doi.org/10.1108/EJMBE-04-2019-0066"
El-Adly, M. I. (2019). "Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(xxxx), 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007"
Enru, M. B. (2021). "Pengaruh Harga Terhadap Keputusan Pembelian di Bengkel Planet Motor Tumpaan. 2(7), 561–565."
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2023). "Trust , Satisfaction and Online Repurchase Intention : The Moderating Role of Perceived Effectiveness of E-commerce Institutional Mechanisms Trust , Satisfaction and Online Repurchase Intention : The Moderating Role of Perceived Effectiveness of E-commerc. 2014."
Fazal, O. (2017). "Determinants of brand loyalty: A case study of Asian Mobile Phone Users. International Journal of Scientific and Research Publications, 7(12), 181–191. www.ijsrp.org"
Ferdinand. (2000). "Leaf morphology and ozone sensitivity of two open pollinated genotypes of black cherry (Prunus serotina) seedlings." Environmental pollution 108.2 (2000): 297-302."
Ferrinadewi. (2005). "Atribut Produk Yang Dipertimbangkan Dalam Pembelian Kosmetik Dan Pengaruhnya Pada Kepuasan Konsumen Di Surabaya. Jurnal Manajemen Dan Kewirausahaan, 7(2), pp.139-151. http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/16360"
Graciola, A. P., De Toni, D., de Lima, V. Z., & Milan, G. S. (2018). "Does price sensitivity and price level influence store price image and repurchase intention in retail markets? Journal of Retailing and Consumer Services, 44(June), 201–213. https://doi.org/10.1016/j.jretconser.2018.06.014"
Gulam B, M. I., Suryadi, N., & Prima Waluyowati, N. (2023). "The effect of service quality and perceived value on customer loyalty in Tuban restaurants with customer satisfaction mediation. International Journal of Research in Business and Social Science (2147- 4478), 12(5), 62–73. https://doi.org/10.20525/ijrbs.v12i5.2667"
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (n.d.). "MULTIVARIATE DATA ANALYSIS Multivariate Data Analysis."
Hamilton, R., & Chernev, A. (2013). "Low prices are just the beginning: Price image in retail management. Journal of Marketing, 77(6), 1–20. https://doi.org/10.1509/jm.08.0204"
Hoe, L. C., & Mansori, S. (2018). "The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20. https://doi.org/10.5296/ijim.v3i1.13959"
Hsu, M. H., Chang, C. M., Chu, K. K., & Lee, Y. J. (2014). "Determinants of repurchase intention in online group-buying: The perspectives of DeLone & McLean is success model and trust. Computers in Human Behavior, 36, 234–245. https://doi.org/10.1016/j.chb.2014.03.065"
Hu, H. H., Kandampully, J., & Juwaheer, D. D. (2009). "Relationships and impacts of
service quality, perceived value, customer satisfaction, and image: An empirical study. Service Industries Journal, 29(2), 111–125. https://doi.org/10.1080/02642060802292932"
Ibama, H., OnajiteLolia, E., & Gibson, O. C. (2022). "Customer Perceived Value and Customer Satisfaction of Hotels in Customer Perceived Value and Customer Satisfaction of Hotels in Port Harcourt , Nigeria. South Asian Journal of Marketing & Management Research (SAJMMR), 12(1), 75–95. https://doi.org/10.5958/2249-877X.2022.00010.8"
Ilyas, G. B., Munir, A. R., Tamsah, H., Mustafa, H., & Yusriadi, Y. (2021). "The Influence Of Digital Marketing And Customer Perceived Value Through Customer Satisfaction On Customer Loyalty. Journal of Legal, Ethical and Regulatory Issues, 24(8), 1–14."
Kalinić, Z., Marinković, V., Djordjevic, A., & Liebana-Cabanillas, F. (2020). "What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach. Journal of Enterprise Information Management, 33(1), 71–94. https://doi.org/10.1108/JEIM-05-2019-0136"
Khudhair, H. Y., Jusoha, A., Mardani, A., & Nor, K. M. (2019). "A conceptual model of customer satisfaction: Moderating effects of price sensitivity and quality seekers in the airline industry. Contemporary Economics, 13(3), 283–292. https://doi.org/10.5709/ce.1897-9254.313"
Komalig, A. (2013). "Manajemen Hubungan Pelanggan Dan Promosi Pengaruhnya Terhadap Kepuasan Debitor Pada Pt. Bank Sulut Cabang Calaca Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4), 1145–1153."
Kotler, Philip, et al. (2000). "Introducción al marketing. Pearson Prentice Hall."Kotler, B. P. (1997). "Patch use by gerbils in a risky environment: manipulating food and safety to test four models. Oikos, 274-282."
Kotler, P., & Keller, K. L. (2005). "Philip_Kotler_Manajemen_Pemasaran_Edisi.pdf (p. 19). http://docplayer.info/31435130-Bab-iii-landasan-teori-membeli-untuk-mewujudkan-kepuasan-konsumen-maka-perusahaan-harus.html"
Lin, C., & Lekhawipat, W. (2014). "Factors affecting online repurchase intention. Industrial Management and Data Systems, 114(4), 597–611. https://doi.org/10.1108/IMDS-10-2013-0432"
Lin, T. T., Yeh, Y. Q., & Hsu, S. Y. (2022). "Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416546"
Lucky, O. S., Siti Aisjah, & Ningrum, A. P. (2023). "The impacts of store price image and brand image on repurchase intention with customer satisfaction as mediation. International Journal of Research in Business and Social Science (2147- 4478), 12(1), 22–30. https://doi.org/10.20525/ijrbs.v12i1.2269"
Meng, S. (2020). "The Relationship Between Mobile Retail Service Quality, Customer Satisfaction And Behavior Intentions. 24(2), 92.
http://www.researchersworld.com/vol4/issue2/Paper_01.pdf%5Cnhttp://www.divaportal.org/smash/get/diva2:448657/FULLTEXT02.pdf%5Cnhttp://journals.ama.org/doi/abs/10.1509/jmkg.65.3.34.18334%5Cnhttp://academicjournals.org/journal/AJMM/article-abstract/28CC8B2"
Piercy, N. F., & Cravens, D. W. (2010). "The network paradigm and the marketing organization: Developing a new management agenda. European Journal of Marketing, 29(3), 7–34. https://doi.org/10.1108/03090569510079916"
Prasetyo, A. N., & Yusran, H. L. (2022). "Pengaruh E-Service Quality Dan E-Trust Terhadap Repurchase Intention Melalui E-Satisfaction Pada Pengguna E-Commerce. Ijd-Demos, 4(1), 137–151. https://doi.org/10.37950/ijd.v4i1.193"
Rendy Irwanto, M., & Tjipto Subroto, W. (2022). "Pengaruh kepuasan konsumen dan promosi terhadap niat pembelian ulang konsumen shopee saat pandemi. Jurnal Paradigma Ekonomika, 17(2), 289–302. https://doi.org/10.22437/jpe.v17i2.17438"
Rosa, J., & De Muñoz, P. (2008). "Pharmacies Customer Satisfaction and Loyalty – A Framework Analysis. 1–30."
Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2007). "The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427–451. https://doi.org/10.1177/1470593107083165"
Saputri, I. A., & Tjahjaningsih, E. (2022). SEIKO : Journal of Management & Business "Pengaruh Citra Merek, Kualitas Produk terhadap Kepuasan Konsumen Serta Dampaknya Terhadap Niat Beli Ulang. SEIKO : Journal of Management & Business, 4(3), 18–26. https://doi.org/10.37531/sejaman.vxix.357"
Savila, D., & Tjahjaningsih í, E. (2023). SEIKO : Journal of Management & Business "Pengaruh Kepercayaan dan Keragaman Produk terhadap Kepuasan Serta Dampaknya Terhadap Niat Beli Ulang. SEIKO : Journal of Management & Business, 6(1), 573–587. https://doi.org/10.37531/sejaman.v6i1.3734"
Sebastian, A., & Rudy Pramono2. (2021). "Pengaruh Perceived Value, Kepuasan Pelanggan, Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Pada Outlet Nike Di Jakarta. 4(3), 698–711."
Siti Muawanah, 2nd Diah Pranitasari SP. (2020). "Kepercayaan Pengguna Jasa Pengiriman Paket Pt . Jalur Nugraha. 0–18."
Siyal, A. W., Hongzhuan, C., & Gang, C. (2021). "From Consumer Satisfaction to Recommendation of Mobile App–Based Services: An Overview of Mobile Taxi Booking Apps. SAGE Open, 11(1). https://doi.org/10.1177/21582440211004179"
Sobon, K., & Mangundap, J. M. (2019). "Pengaruh Penggunaan Smartphone Terhadap Motivasi Belajar Siswa. Jurnal Ilmu Pendidikan, Keguruan, Dan Pembelajaran, 3(2), 92–101. https://doi.org/10.26858/pembelajar.v3i2.9851"
Sweeney, J. C., & Soutar, G. N. (2001). "Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0"
Tellis, G. J., & Gaeth, G. J. (1990). "Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices. Journal of Marketing, 54(2), 34. https://doi.org/10.2307/1251868"
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Published
2024-01-01
How to Cite
Gustia, D., & Hayuningtias, K. (2024). PENGARUH NILAI YANG DIRASAKAN DAN SENSITIVITAS HARGA TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA PADA NIAT BELI ULANG. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 7(1), 210-225. https://doi.org/https://doi.org/10.36778/jesya.v7i1.1422
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
