PRICE SATISFACTION VS PRODUCT QUALITY: WHICH FACTOR HAS A MORE SIGNIFICANT EFFECT ON CUSTOMER LOYALTY TOWARD GREEN PRODUCTS? [KEPUASAN HARGA VS KUALITAS PRODUK: FAKTOR MANA YANG MEMILIKI PENGARUH LEBIH SIGNIFIKAN TERHADAP LOYALITAS PELANGGAN TERHADAP GREEN PRODUCT?]?

Nicholas Wilson
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引用次数: 5

Abstract

This research was conducted in order to thoroughly examine the impact of price satisfaction (comprised of price fairness, relative price, price reliability, and price confidence) and product quality toward customer loyalty on green product through customer satisfaction. In regard with the methodology implemented in this study, survey method was utilized, in which questionnaires were electronically distributed to the respondents originated or living in Jakarta, Bandung, Surabaya, Bali and Medan using google forms. All of these data then were analyzed using PLS-SEM method. A non-probability sampling method in the form of convenience sampling was implemented in order that all respondents had complied with the criteria set in this study, in which, respondents are those who’ve bought any kind of green (eco-friendly) products between 2019 to 2021. A total of 476 usable data were used and assessed in this research. Based on the findings obtained in this study, author concluded that price fairness, price confidence, and product quality positively affect customer loyalty through customer satisfaction, while the impact of the other variables toward customer loyalty had been proven to be insignificant. In the other hand, customer satisfaction positively mediates the effect of price fairness, price confidence, and product quality toward customer loyalty. Furthermore, based on these results, authors would like to also conclude that product quality plays a slightly more important role in affecting consumers’ loyalty toward green products as opposed to price satisfaction, since there are several variables which didn’t significantly affect customer’s level of loyalty toward green products.Bahasa Indonesia Abstrak: Penelitian ini dilakukan guna mengetahui secara mendalam bagaimana pengaruh yang diberikan oleh price fairness, relative price, price reliability, and price confidence (sebagai bagian dari price satisfaction) dan product quality di dalam meningkatkan loyalitas konsumen terhadap produk-produk ramah lingkungan (green products), baik secara langsung ataupun tidak langsung melalui customer satisfaction. Adapun metode survei dengan menggunakan kuesioner diimplementasikan pada penelitian ini, yang dimana, seluruh kuesioner disebarkan secara daring kepada seluruh responden. Responden pada penelitian ini sendiri berasal dari berbagai kota besar di Indonesia, diantaranya adalah Jakarta, Bandung, Surabaya, Bali serta Medan. Selanjutnya, terkait dengan teknik sampling yang digunakan, teknik non-probability sampling dalam bentuk convenience sampling diimplementasikan pada penelitian ini guna memastikan bahwa memang seluruh responden yang berpartisipasi pada penelitian ini telah memenuhi seluruh persyaratan responden yang telah ditentukan, yang dimana, responden haruslah konsumen yang pernah membeli produk ramah lingkungan dalam kurun waktu 2 tahun terakhir antara 2019 hingga 2021. Terkait dengan jumlah sampel pada studi ini, sebanyak 476 data dikumpulkan dari para responden, yang dimana, berdasarkan hasil pengolahan data dengan menggunakan metode PLS-SEM, dapat disimpulkan bahwa price fairness, price confidence, and product quality berpengaruh signifikan terhadap customer loyalty melalui customer satisfaction. Selain itu juga, customer satisfaction mampu secara signifikan me-mediasi pengaruh dari price fairness, price confidence, dan product quality terhadap customer loyalty. Selain itu, ditemukan juga bahwa product quality memegang peranan yang lebih signifikan di dalam mempengaruhi loyalitas konsumen terhadap produk- produk ramah lingkungan, mengingat bahwa ada beberapa variabel yang merupakan bagian dari price satisfaction yang tidak berpengaruh signifikan terhadap loyalitas.
本研究旨在通过客户满意度,深入研究价格满意度(包括价格公平性、相对价格、价格可靠性和价格置信度)和产品质量对绿色产品客户忠诚度的影响。关于本研究中实施的方法,采用了调查方法,即使用谷歌表格以电子方式向来自或居住在雅加达、万隆、泗水、巴厘岛和棉兰的受访者分发问卷。然后使用PLS-SEM方法对所有这些数据进行分析。采用便利抽样形式的非概率抽样方法,以确保所有受访者都符合本研究中设定的标准,其中,受访者是在2019年至2021年间购买过任何类型的绿色(环保)产品的人。本研究共使用和评估了476个可用数据。基于本研究的结果,作者得出结论,价格公平性、价格信心和产品质量通过客户满意度对客户忠诚度产生积极影响,而其他变量对客户忠诚度的影响已被证明是微不足道的。另一方面,客户满意度对价格公平、价格信心和产品质量对客户忠诚度的影响起正向中介作用。此外,基于这些结果,作者还想得出结论,与价格满意度相比,产品质量在影响消费者对绿色产品的忠诚度方面发挥着略为重要的作用,因为有几个变量并没有显著影响消费者对绿色产品的忠诚度。印尼Abstrak:[UNK]这项研究旨在详细了解价格公平性、相对价格、价格可靠性、价格信心(作为价格满意度的一部分)和产品质量如何提高消费者对绿色产品的忠诚度,-直接或不直接通过客户满意度。至于本研究中使用内聚力进行测量的方法,即将整个内聚力直接分布到整个响应中。这项研究的受访者来自印度尼西亚的许多大城市,包括雅加达、万隆、泗水、巴厘岛和棉兰。接下来,关于所使用的抽样技术,本研究采用了便利抽样形式的非概率抽样技术,以确保参与本研究的整个受访者确实满足了整个特定的响应条件,-受访者应该是在2019年至2021年的过去两年中购买过环保产品的消费者。关于本研究中的样本数量,从受访者那里收集了476份数据,根据PLS-SEM方法的数据收集结果,可以得出结论,价格公平性、价格信心和产品质量通过客户满意度对客户忠诚度有显著影响。此外,客户满意度可以显著中介价格公平性、价格信心和产品质量对客户忠诚度的影响。此外,研究还发现,产品质量在影响消费者对环保产品的忠诚度方面发挥着更重要的作用,因为价格满意度中有一些变量不会显著影响忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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