Pengaruh Harga, Nilai Pelanggan dan Citra Perusahaan terhadap Kepuasan Pelanggan
(Studi pada Usaha Ayam Potong Peternakan La Lati di Desa Bente Kecamatan Kabawo Kabupaten Muna)
DOI:
https://doi.org/10.37195/jtebr.v3i2.83Keywords:
Customer satisfaction, Price, Customer value, Corporate imageAbstract
This study aims to examine and analyze the effect of price, customer value, and company image on customer satisfaction in La Lati's broiler business. This research was conducted on 50 customers of La Lati's beef cattle business. The study was conducted using a questionnaire instrument that has been tested for validity and reliability. The analytical tool used is multiple linear regression analysis. Based on the results of data analysis and hypothesis testing, it was found that simultaneously and partially price, customer value and company image had a positive and significant effect on customer satisfaction.
Downloads
References
Amini, D. K., & Wiranatakusuma, D. B. (2020). The Influence of Service Quality, Price, Corporate Image, and Location Towards Customer Satisfaction on Autocare Universitas Muhammadiyah Yogyakarta. Journal of Economics Research and Social Sciences, 4(1).
Bansal, H. S., Taylor, S. F., & St. James, Y. (2005). “Migrating” to New Service Providers: Toward a Unifying Framework of Consumers’ Switching Behaviors. Journal of the Academy of Marketing Science, 33(1), 96–115
Bivainienė dan Šliburytė, (2008) The Brand Image As An Element of Brand Equity. Social Research, Vol 12 (2), 22-31.
Gulla, R., Oroh, S,. & Roring, F. (2015) Analisis Harga, Promosi, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Hotel Manado Grace Inn. Jurnal Emba, Vol. 3 No. 1.
Hasfar, M., Militina, T., Achmad, G. (2020) Effect of Customer Value and Customer Experience on Customer Satisfaction and Loyalty PT Meratus Samarinda. International Journal of Economics, Business and Accounting Research. Vol. 4., No. 1.
Hermann, A., Xia, L., Monroe, K. B., & Huber, F. (2007). The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management , 49 - 58.
Khoironi, T A., Syah, H., & Dongoran, P. (2018) Product Quality, Brand Image and Pricing to Improve Satisfaction Impact on Customer Loyalty. International Review of Management and Marketing. Vol. 8, Iss. 3, 51-58.
Kotler, Philip dan Armstrong, Gary. (2012) Principles of. Marketing. New Jersey: Prentice Hall.
Kotler, Amstrong. (2016) Principles of Marketing Sixteenth Edition, Global Edition. England. Pearson Education Limited
Mustaan,. Hamdi, N. (2021) Pengaruh Kualitas Pelayanan, Customer Value, Image, dan Pemasaran Relasional terhadap Kepuasan Pelanggan. Valid Jurnal Imiah. Vol. 18 No. 1, 43-55.
Nguyen, Nha & Leblanc, Gaston (1998) The mediating role of corporate image on customers’ retention decisions: an investigation in financial services. International Journal of Bank Marketing.
Pratiwi, U., & Maskan, M. (2019). Pengaruh Harga Dan Citra Perusahaan Terhadap Kepuasan. Jurnal Aplikasi Bisnis, 5, 21–24.
Razak, Ismail,. Nirwanto, Nazief,. & Triatmanto, Boge (2016) The impact of product quality and price on customer satisfaction with the mediator of customer value. Journal of Marketing and Consumer Research, 30. pp. 59-68.
Schiffman, Leon G. dan. Wisenblit, Joseph L. (2015) Consumer Behavior, 11th Edition. New Jersey: Pearson Prentice Hall, Inc.
Sudaryono. (2016) Manajemen Pemasaran Teori Dan Implementasi. Yogyakarta: ANDI.
Sugiyono, (2001) Metode Penelitian Bisnis. Cetakan ke-15. CV. Alfabeta, Bandung
Sutisna. (2012) Perilaku Konsumen dan Komunikasi Pemasaran. Bandung : PT. Remaja Rosdakarya
Tjiptono, Fandy (2014) Strategi Pemasaran, Edisi 4, Andi, Yogyakarta.
Vos, Marita & Schoemaker, Henny (2006) Monitoring Public Perception of Organisations. Boom Onderwijs: Amsterdam.
Woro, M., & Naili, F. (2013). Pengaruh Nilai Pelanggan dan Kualitas Layanan Terhadap Loyalitas Pelanggan, Melalui Kepuasan Pelanggan Pada Pelanggan Bus Efisiensi. Jurnal Administrasi Bisnis, 2(1).
Yusuf, Moeljadi, Rohman, F., & Rahayu, M. (2015) Customer Income as the Moderator on the Relation of Customer Satisfaction, Loyalty and Switching Intention (Study Case through Telkomsel Customers at Makassar City). International Journal of Business and Management Invention, Vol. 4., 16-24.
Yuwananto, E. (2011) Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan Pada Usaha Bahan Bangunan Sembilan Lima di Kecamatan Gunungpati. Unnes.
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Journal of Technopreneurship on Economics and Business Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
