KUALITAS PRODUK DAN PERSEPSI HARGA SEBAGAI PENENTU LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA HOME INDUSTRI TAHU DI SUKOHARJO

Authors

Nisrina Dinda Khoirunissa UIN Raden Mas Said Surakarta
Kisti Nur Aliyah UIN Raden Mas Said Surakarta

DOI:

https://doi.org/10.31539/costing.v8i3.14912

Keywords:

Kualitas Produk, Persepsi Harga, Loyalitas Pelanggan, Kepuasan Pelanggan

Abstract

Penelitian ini bertujuan untuk mengevaluasi dampak kualitas produk dan persepsi harga sebagai faktor utama dalam membangun loyalitas pelanggan, dengan kepuasan pelanggan sebagai variabel perantara, di industri rumahan tahu yang berlokasi di Desa Kranggan Wetan, Sukoharjo. Walaupun kualitas produk dianggap sebagai aspek krusial, penelitian sebelumnya mengindikasikan bahwa faktor lain, seperti persepsi harga, juga berperan dalam menentukan tingkat kepuasan pelanggan. Studi ini menggunakan pendekatan kuantitatif, dengan populasi penelitian terdiri dari pelanggan yang telah membeli tahu setidaknya satu kali. Sampel yang digunakan berjumlah 138 responden. Data dikumpulkan melalui kuesioner, sementara analisis data dilakukan menggunakan pendekatan Component atau Variance Based Structural Equation Model dengan bantuan perangkat lunak Partial Least Square (Smart-PLS) versi PLS. Hasil penelitian mengungkapkan bahwa kualitas produk memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, yang pada akhirnya meningkatkan loyalitas mereka. Selain itu, persepsi harga juga berdampak positif terhadap kepuasan pelanggan, meskipun tidak secara langsung berkontribusi terhadap loyalitas pelanggan.

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