Pengaruh Harga dan Kualitas Pelayanan pada Kepuasan Konsumen Alfamart dan Indomaret

Siti Aisyah

Sari


Alfamart and Indomaret have a strong marketing strategy that extends to the standard of service. Numerous establishments of Alfamart and Indomaret have made them the preferred small-scale retailers with similar business models. Even if the pricing strategy differs, Alfamart and Indomaret offer better products. The purpose of this study is to determine how prices and product quality at Indomaret and Alfamart affect customers' satisfaction. Using a quantitative approach, the population of this study consists of people who shop at Indomaret and Alfamart in Jalan Tjilik Riwut Pal. 2,5, Kabupaten Katingan, Provinsi Kalimantan Tengah, at least twice a week. About 90 respondents were selected for this study using the convenience sampling technique. Data analysis techniques include paired sample t-tests and multiple regression analysis. The study's findings indicate that prices and quality of products have a positive and significant impact on customers' purchases at Indomaret and Alfamart, thus as prices and quality of products improve, more customers will be satisfied. In addition, there are differences between the customer satisfaction levels of Indomaret and Alfamart, with Alfamart's customer satisfaction being higher.

Kata Kunci


Harga, Kualitas Pelayanan, Kepuasan Konsumen, Pasar Modern

Teks Lengkap:

PDF

Referensi


Agung, A. F. (2018). Analisis Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dalam Perspektif Ekonomi Islam (Studi Komparatif Pada Konsumen Indomaret dan Swalayan Surya Jalur 2 Korpri). UIN Raden Intan Lampung.

Atmoko, P. T. (2022). Pengaruh Ketepatan Waktu Pengiriman dan Harga terhadap Kepuasan Konsumen pada Ninja Xpress Sampit. Keizai, 3(2), 93–104.

Aulia, M., & Hidayat, I. (2017). Pengaruh kualitas produk, kualitas pelayanan dan harga terhadap kepuasan konsumen amanda brownies. Jurnal Ilmu Dan Riset Manajemen (JIRM), 6(5).

Darise, B., Lumanaw, B., & Mandagie, Y. (2023). ANALISIS KOMPARASI KEPUASAN PELANGGAN ALFAMART DAN INDOMARET DI KAKASKASEN 2 TOMOHON. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 100–109.

Dewi, C. P. (2022). Pengaruh Harga Ms Glow terhadap Kepuasan Konsumen. Keizai, 3(2), 127–135.

Diza, F., Moniharapon, S., & Imelda, W. J. (2016). Pengaruh kualitas pelayanan, kualitas produk dan kepercayaan terhadap kepuasan konsumen (studi pada pt. fifgroup cabang manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1).

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.

Hakim, L. N. (2023). THE EFFECT OF PRICE AND SERVICE QUALITY ON ALFAMART RETAIL CUSTOMER SATISFACTION. Keizai, 4(2), 80–91.

Halim, J. J. (2023). Pengaruh Fasilitas dan Harga terhadap Kepuasan Pengunjung (Study Kasus pada Camp Kobes). Keizai, 4(1), 44–51.

KURNIAWAN, E. P. (2020). Pengaruh Citra Merek, Harga, dan Kualitas Layanan terhadap Kepuasan Konsumen Indomaret Jalan Jawa Jember.

Prasetyaningrum, E., & Hilaliyah, S. A. (2022). Analisis Perilaku Adopsi Digital Marketing Pada UMKM Menggunakan Model UTAUT3 di Era New Normal. Jurnal CoSciTech (Computer Science and Information Technology), 3(2), 226–233. https://doi.org/10.37859/coscitech.v3i2.3955

Purwanto, A., Nurahman, & Ismail, A. (2020). Exploring Consumers’ Acceptance of E-Marketplace Using Tam and Flow Theory. Indonesian Journal of Applied Research (IJAR), 1(3), 170–182. https://doi.org/10.30997/ijar.v1i3.76

Rahmawati, N. (2023). Analisis Pengaruh Brand, Harga, dan Prestise terhadap Keputusan Pembelian Smartphone Iphone di Sampit. Keizai, 4(1), 22–33.

Rusdawati, R., & Andriyati, Y. (2021). Pengaruh Harga dan Kelengkapan Produk terhadap Minat Belanja di Mentari Swalayan dimana Kemudahan Belanja di Alfamart menjadi Variabel Moderating. Keizai, 2(1), 31–40.

Setyo, P. E. (2016). Pengaruh kualitas produk dan harga terhadap kepuasan konsumen “best autoworks.” Jurnal Performa: Jurnal Manajemen Dan Start-Up Bisnis, 1(6), 755–764.

Sianipar, G. J. M. (2019). Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Di Alfamart (Studi Kasus Pada Konsumen Alfamart Di Perumnas Mandala Medan). Jurnal Ilmiah Simantek, 3(1).

Singh, V., Sharma, M. P., Jayapriya, K., Kumar, B. K., Chander, M., & Kumar, B. R. (2023). Service quality, customer satisfaction and customer loyalty: A comprehensive literature review. Journal of Survey in Fisheries Sciences, 10(4S), 3457–3464.

Sugiyono. (2016). Metode Penelitian Kunatitatif Kualitatif dan R&D. Alfabeta, Bandung.

Tjiptono, F., & Diana, A. (2015). Konsumen Puas? Tak Cukup. Penerbit Andi: Yogyakarta.

Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role. Frontiers in Psychology, 12, 720151.




DOI: http://dx.doi.org/10.56589/keizai.v5i1.338

Keizai

Gedung Fakultas Bisnis, Universitas Darwan Ali, JL. Batu Berlian, No. 10, Sampit, Kabupaten Kotawaringin Timur, Provinsi Kalimantan Tengah, 74325

  Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.

Web Analytics Made Easy - Statcounter View My Stats