PENGARUH LOKASI, PROMOSI, PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN
Abstract
Pemasaran yang berkualitas sangatlah berpengaruh dari beberapa hal seperti lokasi sebuah perusahaan dimana promosi yang dilakukan oleh sebuah perusahaan, dimana produk yang akan di hasilkan oleh sebuah perusahaan dan harga yang dikeluarkan perusahaan. Untuk menguji bahwa kepuasan konsumen benar-benar hasil dari pengaruh dari lokasi, pengaruh promosi, pengaruh produk dan juga yang terakhir adalah pengaruh harga terhadap kepuasan konsumen. Dalam hal ini perlu melakukan penelitian yang akurat dimana penelitian ini dilakukan dengan 92 sample responden. Penelitian menggunakan applikasi software SPSS. Data diperoleh dengan menyebarkan data kuesioner dan hasil kuisioner direkap kemudian di uji ke beberapa uji.Hasil dari penelitian ini bahwa lokasi sangat berpengaruh signifikan sekali terhadap variabel kepuasan pelanggan, promosi juga berpengaruh signifikan terhadap kepuasan konsumen, produk juga berpengaruh signifikan terhadap kepuasan pelanggan, dan yang terakhir adalah harga juga berpengaruh signifikan terhadap kepuasan konsumen.References
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Constantinides, E., & Fountain, S. j. (2008). Conceptual foundation and marketing issues. Journal of Direct, Data and Digital Marketing Practice , 9 (3), 231–244
Ertimur, B., & Gilly, M. C. (2012). So Whaddya Think? Consumers Create Ads and Other Consumers Critique Them. journel of interactive Marketing , 26 (1), 115–130.
Hair, J.F., W.C. Black, B.J. Babin &R.E. Anderson, 2010. Multivariate Data Analysis. Upper Saddle River, NJ: Prentice-Hall
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. An empirical study in the automobile. Marketing Intelligence&Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications , 15 (2), 139–155.
Kementerian Pertanian. (2018). https://databoks.katadata.co.id/datapublish/2018/07/31/2021-konsumsi-kopi-indonesia-diprediksi-mencapai-370-ribu-ton
Kotler, Philip. Keller, K. L. 2009. Manajemen Pemasaran, Edisi 13, Jilid 1. Jakarta : Erlangga.
Kozinets, R. V., Hemetsberger, A., & Schau, H. J. (2008). Collective Innovation in the Age of Networked Marketing. Journal of Macromarketing , 28 (4), 339-354.
Kunja, S. R., & GVRK, A. (2017). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review, (Vcc). https://doi.org/10.1108/MRR-04-2017-0128
Lim, Weng Marc, Teck Weng Jee, Kar Seng Loh & Elena Gregoria Chin- Fern Chai (2019): Ambience and social interaction effects on customer patronage of traditional coffeehouses: Insights from kopitiams, Journal of Hospitality Marketing & Management, DOI: 10.1080/19368623.2019.1603128
Lin, C., Wu, Y. S., & Chen, J. C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management, 39–47
Shukla, P. (2010). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46(2), 242–252. https://doi.org/10.1016/j.jwb.2010.11.002
Lin, Chinho, Yi Shuang Wu, Jeng-Chung Victor Chen. (2013). Electronic Word of Mouth: The Moderating Roles Of Product Involvement And Brand Image. Thailand.
MiladFarzin, MajidFattahi. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research.15(2). 161-183
Podsakoff, Philip M., Scott B. MacKenzie, &Nathan P. Podsakoff. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology. Vol. 88, No. 5, 879–903
Shahrinaz, I., Kusuma, J., Yacob, Y., Rahman, D. H. A. A., & Mahdi, A. F. (2016). Relationship and Impact of e‐WOM and Brand Image Towards Purchase Intention of Smartphone ?Journal of Scientific Research and Development, 3(5), 117–124.
Shen, L. (2007). Editorial Journal of Interactive Marketing, 21(2), 2–5. https://doi.org/10.1002/dir
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning , 22 (3), 328 - 344.
Wahyunanda Kusuma Pertiwi. (2018). "Mayoritas Orang Indonesia Bisa Internetan Seharian", https://tekno.kompas.com/read/2018/02/22/12010087/mayoritas-orang-indonesia-bisa-internetan-seharian.
Published
2024-12-31
How to Cite
FAUZI, M. Ali et al.
PENGARUH LOKASI, PROMOSI, PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN.
JURNAL MANAJEMEN, ORGANISASI DAN BISNIS (JMOB), [S.l.], v. 3, n. 1, p. 43-55, dec. 2024.
ISSN 27970566.
Available at: <https://www.journal.unrika.ac.id/index.php/JMOB/article/view/7259>. Date accessed: 12 feb. 2026.
doi: https://doi.org/10.33373/jmob.v3i1.7259.
Section
Articles
Keywords
Kepuasan Konsumen; Lokasi; Promosi; Produk; Harga
