The Effect of Perceived Product Quality and Price on Local Brand Fashion Consumer Satisfaction

Muhammad Daffa Yafie Fadhillah, Megawati Simanjuntak

Abstract



Fashion trends in Indonesia have continued to grow rapidly in recent years. This has created an increasingly competitive environment and global and local brands continue to compete to meet people's needs. This study examines the effect of perceived product quality and price on consumer satisfaction with local fashion products of brand X. This cross-sectional study used a purposive sampling technique. Data were collected offline with an accidental sampling technique using a questionnaire with 182 respondents. The data were processed and analyzed using Microsoft Excel 2021, SPSS 26, and SMART-PLS 3. The results show that there is no relationship between the respondent characteristics and perceived product quality, price, and customer satisfaction. Furthermore, perceived product quality has a positive and significant effect on the perceived price and customer satisfaction. Price perception also has a positive and significant effect on customer satisfaction.


Keywords


local fashion, consumer satisfaction, perceived price, perceived quality, product

Full Text:

PDF

References


Agyapong, G.K.Q. (2011). The effect of service quality on customer satisfaction in the utility industry – a case of vodafone (Ghana). International Journal of Business and Management, 6(5), 203-210. doi:10.5539/ijbm.v6n5p203

Azizah, L.A. (2022) Des 12. Tren mode menjadi ajang adu outfit mahasiswa masa kini. [diakses 2023 Mar 12]. https://uinsaid.ac.id/id/tren-mode-menjadi-ajang-adu-outfit-mahasiswa-masa-kini

Choi, Y.H., & Choo, H.J. (2016). Effects of chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands: the moderating role of country of salesperson. Journal of Retailing and Consumer Services, 28 (c), 99-106. doi:10.1016/j.jretconser.2015.08.003

Espejel. J., Fandos, C., & Flavián, C. (2008). Consumer satisfaction: A key factor of consumer loyalty and buying intention of a PDO food product. British Food Journal, 110 (9), 865-881. doi:10.1108/00070700810900585

Ettah, N.P., & Pondaag, J.J. (2019). Pengaruh kepercayaan, kepuasan konsumen dan kualitas pelayanan terhadap loyalitas konsumen dalam pembelian mobil pada pt. Hasjrat abadi manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7 (3), 3069–3078. doi:10.35794/emba.7.3.2019.24056

Fauzyah, S.N., Sasmita, E.M., & Sari, B. (2021). Pengaruh kualitas produk, kualitas pelayanan, dan harga terhadap kepuasan konsumen pada butik amel pondok gede kota bekasi. Jurnal IKRA-ITH Ekonomika, 4 (2), 181-189. doi:10.37817/ikraith-ekonomika.v4i2.1032

Firmansyah, M.A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Surabaya (ID): Deepublish.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang: Badan Penerbit Universitas Diponegoro.

Giese, J.L., & Cote, J.A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 2000 (1), 1-27. [diakses 2022 Dec 22]. https://www.researchgate.net/publication/235357014_Defining_Consumer_Satisfaction

Harith, Z.T., Ting, C.H., & Zakaria, N.N.A. (2014). Coffee packaging consumer perception on appearance, branding and pricing. The International Food Research Journal. 21(3), 849-853.

Hoe, L.C. (2018). The effects of product quality on customer satisfaction and loyalty: evidence from malaysian engineering industry. International Journal of Industrial Marketing, 3(1), 20-35. doi:10.5296/ijim.v3i1.13959

Irwan, A. (2016). Muhammad sadad ~ founder dan ceo erigo store yang sukses dengan capai omset usaha rp 22 miliar. [diakses 2023 Feb 15]. https://www.maxmanroe.com/muhammad-sadad-founder-dan-ceo-erigo-store-yang-sukses-dengan-capai-omset-usaha-rp-22-miliar.html

Jakpat. (2022). Top 7 kategori produk yang akan dibeli saat harbolnas. [diakses 2023 Feb 15]. https://jakpat.net/info/top-7-kategori-produk-yang-akan-dibeli-saat-harbolnas/

Jokhu, J. R., & Kawilarang, M. H. (2021). Apakah Pelanggan Indonesia Peduli Terhadap Harga dan Kualitas Produk: Efek Mediasi Dari Brand Awareness Pada Industri Otomotif (Studi Kasus Honda). Jurnal Doktor Manajemen (JDM), 2(1), 172. http://dx.doi.org/10.22441/jdm.v3i2.10203

Kassim, A.W.B.M., Igau, O.A., Al-Swidi, A.K., Tahajuddin, S.B., & Neezm, S.M.A. (2013). The role of perceived product quality and customer satisfction on brand loyalty among mobile phone users. Proceedings of the 6th International Conference of the Asian Academy of Applied Business. 1-14. doi:10.13140/2.1.1117.0566

Korowa, E., Sumayku, S., & Asaloei, S. (2018). Pengaruh kelengkapan produk dan harga terhadap pembelian ulang konsumen (Studi kasus freshmart bahu manado). Jurnal Administrasi Bisnis (JAB), 6(3), 27-34. doi: 10.35797/jab.v6.i003.%25p

Kotler, P., & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice Hall

Kotler, P., & Keller, K.L. (2016). Marketing Management. 15th Edition. New Jersey: Pearson Pretice Hall, Inc.

Kusdiah, I. (2012). Persepsi harga, persepsi merek, persepsi nilai, dan keinginan pembelian ulang jasa clinic kesehatan (Studi kasus erha clinic surabaya). Jurnal Manajemen Pemasaran, 7(1), 25-32. doi: 10.9744/pemasaran.7.4.25-32

Lestari, R., & Elwisam, E. (2021). Strategi Pemanfaatan Media Sosial, Dan Harga Online Terhadap Peningkatan Omzet Penjualan UMKM Di Masa Pandemi Covid-19 (Masakan Rumahan Sekitar Tangerang Selatan). Jurnal Doktor Manajemen (JDM), 4(2), 126. https://doi.org/10.22441/JDM.V4I2.12247

Malc, D., Mumel, D., & Pisnik, A. (2016). Exploring price fairness perceptions and their influence on consumer behavior. Journal of Business Research 69(9), 3693-3697. doi: 10.1016/j.jbusres.2016.03.031

Marlina, R., & Yuniati, U. (2020). Persepsi kualitas terhadap kepuasan konsumen dalam membeli smartphone. Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK), 2(1), 1-14. doi:10.24014/jrmdk.v2i2.9452

Mowen, J.C., & Minor, M. (2002). Perilaku Konsumen. Jakarta: Erlangga.

Nadiya, F.H., & Wahyuningsih, S. (2020). Pengaruh kualitas produk, harga dan citra merek terhadap keputusan pembelian fashion 3second di marketplace (Studi pada mahasiswa pengguna fashion 3second di kota semarang). Prosiding Seminar Nasional Unimus, 3(6), 1096-1104

Nasution. 2005. Manajemen Mutu Terpadu. Edisi ke-2. Bogor: Ghalia Indonesia.

Pardede, R., & Haryadi, T.Y. (2017). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen yang dimediasi kepuasan konsumen. Journal of Business and Applied Management, 10(1), 55-79. doi:10.30813/jbam.v10i1.870

Park, J.E., & Kim, J.H. (2020). When are high prices worth it? the role of price level and price perception in luxury fashion brands. Journal Of Business Research, 120, 327-339. doi:10.14707/ajbr.200082

Purnamaningsih, N.K.A., & Ariyanto, D. (2016). Pengaruh gender, usia, tingkat pendidikan, dan status sosial ekonomi terhadap persepsi etis mahasiswa akuntansi. E-Jurnal Akuntansi, 17(2), 996-1029

Purwanto, E. (2014). The effect of consumer ethnocentrism on perceived domestic product quality and purchase intentions among young consumers in jakarta, Indonesia. International Journal of Asian Social Science, 4(9), 1003-1012.

Putra, A. (2021). Faktor – Faktor Yang Berpengaruh Terhadap Kepercayaan Konsumen Dan Implikasinya Pada Minat Pembelian Ulang Produk Sunnygold (Studi Kasus Pada Konsumen SunnyGold di Jakarta Selatan). Jurnal Doktor Manajemen (JDM), 2(1), 196. https://doi.org/10.22441/jdm.v3i2.10205

Rasmikayati, E., Shafira, N.A., Fauziah, Y.D., Ishmah, H.A.N., Saefudin, B.R., & Utami, K. (2020). Keterkaitan antara karakteristik konsumen dengan tingkat kepuasan mereka dalam melakukan pembelian sayuran organik. Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad, 5(1): 104-114. doi:10.24198/agricore.v5i1.28853

Retno, D. (2020). Pengaruh kualitas produk dan persepsi harga terhadap kepuasan konsumen studio fotografi calista yogyakarta. Jurnal Tata Kelola Seni, 6 (1), 53-65. doi:10.24821/jtks.v6i1.4115

Retnowulan, J. (2017). Pengaruh kualitas produk dan persepsi harga terhadap minat beli smartphone xiaomi. Jurnal Humaniora Universitas Bina Sarana Informatika, 17(2), 139- 145. doi:10.31294/jc.v17i2.2541

Riandi, R. (2022). Pengaruh tampilan produk dan ekspektasi konsumen terhadap keputusan pembelian pada marketplace dalam perspektif ekonomi islam (Studi kasus pada konsumen produk erigo di bandar lampung). (skripsi sarjana). Universitas Islam Negeri Raden Intan Lampung, Lampung.

Rustanti, D., Purbowati, D., Haris, P.A., Gracela, Y., & Lubis, Y.A. (2023). Literature review analisis kepuasan pelanggan terhadap kualitas produk dan kinerja karyawan (Studi kasus erigo store). Jurnal Ilmu Multidisiplin, 1(4), 823-838. doi:10.38035/jim.v1i4

Sarasmitha, R.R., Wijayanto, H., & Widhianingrum, W. (2022). Pengaruh life style, fashion involvement, dan persepsi harga terhadap keputusan pembelian pakaian di thriftzy. Jurnal Ilmu Ekonomi dan Sosial, 20(2). doi:10.47232/aktual.v20i2.208

Schiffman, L., & Kanuk, L.L. (2008). Consumer Behaviour 7th Edition (Perilaku Konsumen). Jakarta: PT. Indeks Gramedia.

Simanjuntak, M., & Yuliati, L.N. (2017). Alat Ukur Penelitian di Bidang Konsumen (Pengaruh Psikologi/Personal). Bogor: Departemen Ilmu Keluarga dan Konsumen.

Sitanggang, J.M., Sinulingga, S., & Fachruddin, K.A. (2019). Analysis of the effect of product quality on customer satisfaction and customer loyalty of indihome atpt telkom regional 1 sumatera, medan, north sumatra, indonesia. American International Journal of Business Management (AIJBM), 2(3), 26-37. [diakses 2023 Jun 23]. https://repository.usu.ac.id/handle/123456789/4130

Sopiyan, P. (2020). Pengaruh persepsi kualitas dan diferensiasi produk terhadap keputusan pembelian. Jurnal Ilmiah Manajemen dan Ilmu Sosial: Co-Management, 3(2), 471-478. doi:10.32670/comanagement.v3i2.417

Sumarwan, U. (2014). Perilaku Konsumen. Edisi ke-2. Bogor: Ghalia Indonesia.

Umar, H. (2002). Riset Pemasaran dan Perilaku Konsumen. Jakarta: PT. Gramedia Pustaka Utama

Yasri, Y., Susanto, P., Hoque, M.E., & Gusti, M.A. (2020). Price perception and price appearance on repurchase intention of gen y: do brand experience and brand preference mediate?. Heliyon. 6(11), 1-8. doi:10.1016/j.heliyon.2020.e05532

Zheng, L. (2021). The classification of online consumer reviews: A systematic literature review and integrative framework. Journal of Business Research, 135 (a), 226-251. doi:10.1016/j.jbusres.2021.06.038




DOI: http://dx.doi.org/10.22441/jdm.v7i1.25128

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Jurnal Doktor Manajemen (JDM)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Jurnal Doktor Manajemen (JDM)
Program Doktor Manajemen - Fakultas Ekonomi dan Bisnis
Universitas Mercu Buana
Jl. Raya Meruya Selatan, Kembangan, Jakarta 11650
Tlp./Fax: +62215871335

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Web Analytics Made Easy - StatCounter
View My Stats