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Abstract
Penelitian ini bertujuan untuk mempelajari pengaruh harga, promosi, kualitas produk dan dampaknya terhadap loyalitas konsumen Tupperware. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan kuesioner untuk memperoleh data primer dengan bantuan Google Form. Jumlah responden pada penelitian ini berjumlah 150 responden. Kemudian diolah menggunakan metode structural equation modelling (SEM). Model dan hipotesis diuji dengan bantuan program IBM SPSS AMOS 24. Hasil penelitian ini menunjukkan harga, promosi, dan kualitas produk memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen pada produk Tupperware.
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Copyright (c) 2023 Azzam Muhammad Hilaly Al-Adnan, Albari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Aaker, D.A. dan Moorman, C. (2017) Strategic Market Management. 11 ed. New York: John Wiley & Sons, Inc.
- Alba, J.W. et al. (1999) “The Effect of Discount Frequency and Depth on Consumer Price Judgments,” Journal of Consumer Research, 26(2), hal. 99–114. Tersedia pada: https://doi.org/10.1086/209553.
- Albari, A. dan Mardawasti, R. (2010) “Pengaruh Kualitas Jasa terhadap Kepuasan dan Loyalitas Konsumen,” Jurnal Aplikasi Bisnis, 7(10), hal. 846–859. Tersedia pada: https://doi.org/10.20885/jabis.vol7.iss10.art4.
- Albari dan Safitri, I. (2020) “The Influence of Product Price on Consumers’ Purchasing Decisions,” Review of Integrative Business and Economics Research, 7(Sup2), hal. 328–337. Tersedia pada: http://buscompress.com/uploads/3/4/9/8/34980536/riber_7-s2_k18-165_328-337.pdf.
- Alshurideh, M.T. (2016) “Is Customer Retention Beneficial for Customers: A Conceptual Background,” Journal of Research in Marketing, 5(3), hal. 382–389. Tersedia pada: https://www.researchgate.net/publication/301706084_Is_Customer_Retention_Beneficial_for_Customers_A_Conceptual_Background.
- Asma, S. et al. (2018) “The Effect of Perception Quality/Price of Service on Satisfaction and Loyalty Algerians Customers Evidence Study Turkish Airlines,” International Journal of Economics & Management Sciences, 7(1), hal. 1000503. Tersedia pada: https://doi.org/10.4172/2162-6359.1000503.
- Cardia, D.I.N.R., Santika, I.W. dan Respati, N.N.R. (2019) “Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Loyalitas Pelanggan,” E-Jurnal Manajemen Universitas Udayana, 8(11), hal. 6762–6781. Tersedia pada: https://doi.org/10.24843/ejmunud.2019.v08.i11.p19.
- Dharmmesta, B.S. (1999) “Loyalitas Pelanggan: Sebuah Kajian Konseptual sebagai Panduan bagi Peneliti,” Journal of Indonesian Economy and Business (JIEB), 14(3), hal. 73–88. Tersedia pada: https://jurnal.ugm.ac.id/jieb/article/view/39434.
- Ghozali, I. (2017) Model Persamaan Struktural: Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM. 7 ed. Semarang: Badan Penerbit UNDIP.
- Griffin, J. (2005) Customer loyalty: menumbuhkan dan mempertahankan kesetiaan pelanggan. Diedit oleh R. Medya et al. Jakarta: Erlangga.
- Kandampully, J., Zhang, T. (Christina) dan Bilgihan, A. (2015) “Customer loyalty: A review and future directions with a special focus on the hospitality industry,” International Journal of Contemporary Hospitality Management, 27(3), hal. 379–414. Tersedia pada: https://doi.org/10.1108/IJCHM-03-2014-0151.
- Kartikasari, A. dan Albari, A. (2019) “The Influence of Product Quality,Service Quality and Price on Customer Satisfaction and Loyalty,” Asian Journal of Entrepreneurship and Family Business, 3(1), hal. 49–64. Tersedia pada: http://perwiraindonesia.com/ajefb/index.php/jurnalAJEFB/article/view/36.
- Khoironi, T.A., Syah, H. dan Dongoran, P. (2018) “Product Quality, Brand Image and Pricing to Improve Satisfaction Impact on Customer Loyalty,” International Review of Management and Marketing, 8(3), hal. 51–58. Tersedia pada: https://www.econjournals.com/index.php/irmm/article/view/6368.
- Kotler, P. dan Armstrong, G. (2014) Principles of Marketing. 15 ed. Essex: Pearson Education Limited.
- Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.
- Kuncoro, A. dan Sutomo, Y. (2018) “Pricing Strategies and Implementation Promotion Strategies to Improve Customer Loyalty,” Jurnal Dinamika Manajemen, 9(1), hal. 89–99. Tersedia pada: https://doi.org/10.15294/jdm.v9i1.14655.
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- Liung, H. dan Syah, T.Y.R. (2017) “Pengaruh Kualitas Layanan Terhadap Kepuasan dalam Meningkatkan Loyalitas di Moderasi Harga,” Jurnal Ekonomi, 8(2), hal. 32–44. Tersedia pada: https://ejurnal.esaunggul.ac.id/index.php/Eko/article/view/1736.
- Lowe, B., Yee, F.C.F. dan Yeow, P. (2014) “Price promotions and their effect upon reference prices,” Journal of Product & Brand Management, 23(4/5), hal. 349–361. Tersedia pada: https://doi.org/10.1108/JPBM-01-2014-0485.
- Mangore, I.I., Lumanauw, B. dan Tielung, M. (2015) “Analisis Kualitas Produk, Kualitas Pelayanan dan Citra Merek terhadap Loyalitas Konsumen Tupperware Manado,” Jurnal EMBA, 3(2), hal. 616–627. Tersedia pada: https://ejournal.unsrat.ac.id/v3/index.php/emba/article/download/8593/8166.
- Meitiana, M. dan Sembhodo, A.T. (2022) “Do e-services and promotion affect customer loyalty?,” Jurnal Inovasi Ekonomi, 7(1), hal. 13–24. Tersedia pada: https://doi.org/10.22219/jiko.v7i01.19920.
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- Nurullaili, N. dan Wijayanto, A. (2013) “Analisis Faktor-Faktor Yang Memengaruhi Loyalitas Konsumen Tupperware (Studi Pada Konsumen Tupperware di Universitas Diponegoro),” Jurnal Administrasi Bisnis, 2(1), hal. 89–97. Tersedia pada: https://doi.org/10.14710/jab.v2i1.5357.
- Pan, H., Liu, Z. dan Ha, H.-Y. (2022) “Perceived price and trustworthiness of online reviews: different levels of promotion and customer type,” International Journal of Contemporary Hospitality Management, 34(10), hal. 3834–3854. Tersedia pada: https://doi.org/10.1108/IJCHM-12-2021-1524.
- Pomering, A. (2017) “Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large,” Australasian Marketing Journal, 25(2), hal. 157–165. Tersedia pada: https://doi.org/10.1016/j.ausmj.2017.04.011.
- Porral, C.C. et al. (2015) “Measuring the influence of customer-based store brand equity in the purchase intention,” Cuadernos de Gestión, 15(1), hal. 93–118. Tersedia pada: https://doi.org/10.5295/cdg.130408cc.
- Prameswari, N.P. dan Astuti, S.R.T. (2011) “Analisis faktor-faktor yang mempengaruhi loyalitas konsumen pada Asuransi ‘P’ di Kota Semarang,” Fokus Ekonomi, 6(2), hal. 1–18. Tersedia pada: https://ejournal.stiepena.ac.id/index.php/fe/article/view/136.
- Sinha, I. dan Smith, M.F. (2000) “Consumers’ perceptions of promotional framing of price,” Psychology & Marketing, 17(3), hal. 257–275. Tersedia pada: https://doi.org/10.1002/(SICI)1520-6793(200003)17:3<257::AID-MAR4>3.0.CO;2-P.
- Whitburn, D., Karg, A. dan Turner, P. (2020) “The Effect of Digital Integrated Marketing Communications on Not-for-Profit Sport Consumption Behaviors,” Journal of Sport Management, 34(5), hal. 417–434. Tersedia pada: https://doi.org/10.1123/JSM.2019-0306.
- World Commission on Environment and Development (1987) Our Common Future. New York: Oxford University Press, New York.
References
Aaker, D.A. dan Moorman, C. (2017) Strategic Market Management. 11 ed. New York: John Wiley & Sons, Inc.
Alba, J.W. et al. (1999) “The Effect of Discount Frequency and Depth on Consumer Price Judgments,” Journal of Consumer Research, 26(2), hal. 99–114. Tersedia pada: https://doi.org/10.1086/209553.
Albari, A. dan Mardawasti, R. (2010) “Pengaruh Kualitas Jasa terhadap Kepuasan dan Loyalitas Konsumen,” Jurnal Aplikasi Bisnis, 7(10), hal. 846–859. Tersedia pada: https://doi.org/10.20885/jabis.vol7.iss10.art4.
Albari dan Safitri, I. (2020) “The Influence of Product Price on Consumers’ Purchasing Decisions,” Review of Integrative Business and Economics Research, 7(Sup2), hal. 328–337. Tersedia pada: http://buscompress.com/uploads/3/4/9/8/34980536/riber_7-s2_k18-165_328-337.pdf.
Alshurideh, M.T. (2016) “Is Customer Retention Beneficial for Customers: A Conceptual Background,” Journal of Research in Marketing, 5(3), hal. 382–389. Tersedia pada: https://www.researchgate.net/publication/301706084_Is_Customer_Retention_Beneficial_for_Customers_A_Conceptual_Background.
Asma, S. et al. (2018) “The Effect of Perception Quality/Price of Service on Satisfaction and Loyalty Algerians Customers Evidence Study Turkish Airlines,” International Journal of Economics & Management Sciences, 7(1), hal. 1000503. Tersedia pada: https://doi.org/10.4172/2162-6359.1000503.
Cardia, D.I.N.R., Santika, I.W. dan Respati, N.N.R. (2019) “Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Loyalitas Pelanggan,” E-Jurnal Manajemen Universitas Udayana, 8(11), hal. 6762–6781. Tersedia pada: https://doi.org/10.24843/ejmunud.2019.v08.i11.p19.
Dharmmesta, B.S. (1999) “Loyalitas Pelanggan: Sebuah Kajian Konseptual sebagai Panduan bagi Peneliti,” Journal of Indonesian Economy and Business (JIEB), 14(3), hal. 73–88. Tersedia pada: https://jurnal.ugm.ac.id/jieb/article/view/39434.
Ghozali, I. (2017) Model Persamaan Struktural: Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM. 7 ed. Semarang: Badan Penerbit UNDIP.
Griffin, J. (2005) Customer loyalty: menumbuhkan dan mempertahankan kesetiaan pelanggan. Diedit oleh R. Medya et al. Jakarta: Erlangga.
Kandampully, J., Zhang, T. (Christina) dan Bilgihan, A. (2015) “Customer loyalty: A review and future directions with a special focus on the hospitality industry,” International Journal of Contemporary Hospitality Management, 27(3), hal. 379–414. Tersedia pada: https://doi.org/10.1108/IJCHM-03-2014-0151.
Kartikasari, A. dan Albari, A. (2019) “The Influence of Product Quality,Service Quality and Price on Customer Satisfaction and Loyalty,” Asian Journal of Entrepreneurship and Family Business, 3(1), hal. 49–64. Tersedia pada: http://perwiraindonesia.com/ajefb/index.php/jurnalAJEFB/article/view/36.
Khoironi, T.A., Syah, H. dan Dongoran, P. (2018) “Product Quality, Brand Image and Pricing to Improve Satisfaction Impact on Customer Loyalty,” International Review of Management and Marketing, 8(3), hal. 51–58. Tersedia pada: https://www.econjournals.com/index.php/irmm/article/view/6368.
Kotler, P. dan Armstrong, G. (2014) Principles of Marketing. 15 ed. Essex: Pearson Education Limited.
Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.
Kuncoro, A. dan Sutomo, Y. (2018) “Pricing Strategies and Implementation Promotion Strategies to Improve Customer Loyalty,” Jurnal Dinamika Manajemen, 9(1), hal. 89–99. Tersedia pada: https://doi.org/10.15294/jdm.v9i1.14655.
Kuo, Y.F., Wu, C.M. dan Deng, W.J. (2009) “The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services,” Computers in Human Behavior, 25(4), hal. 887–896. Tersedia pada: https://doi.org/10.1016/j.chb.2009.03.003.
Liung, H. dan Syah, T.Y.R. (2017) “Pengaruh Kualitas Layanan Terhadap Kepuasan dalam Meningkatkan Loyalitas di Moderasi Harga,” Jurnal Ekonomi, 8(2), hal. 32–44. Tersedia pada: https://ejurnal.esaunggul.ac.id/index.php/Eko/article/view/1736.
Lowe, B., Yee, F.C.F. dan Yeow, P. (2014) “Price promotions and their effect upon reference prices,” Journal of Product & Brand Management, 23(4/5), hal. 349–361. Tersedia pada: https://doi.org/10.1108/JPBM-01-2014-0485.
Mangore, I.I., Lumanauw, B. dan Tielung, M. (2015) “Analisis Kualitas Produk, Kualitas Pelayanan dan Citra Merek terhadap Loyalitas Konsumen Tupperware Manado,” Jurnal EMBA, 3(2), hal. 616–627. Tersedia pada: https://ejournal.unsrat.ac.id/v3/index.php/emba/article/download/8593/8166.
Meitiana, M. dan Sembhodo, A.T. (2022) “Do e-services and promotion affect customer loyalty?,” Jurnal Inovasi Ekonomi, 7(1), hal. 13–24. Tersedia pada: https://doi.org/10.22219/jiko.v7i01.19920.
Miyatake, K. et al. (2016) “Reduction in Consumers’ Purchasing Cost by Online Shopping,” in Transportation Research Procedia. Amsterdam: Elsevier B.V., hal. 656–666. Tersedia pada: https://doi.org/10.1016/j.trpro.2016.02.019.
Nurullaili, N. dan Wijayanto, A. (2013) “Analisis Faktor-Faktor Yang Memengaruhi Loyalitas Konsumen Tupperware (Studi Pada Konsumen Tupperware di Universitas Diponegoro),” Jurnal Administrasi Bisnis, 2(1), hal. 89–97. Tersedia pada: https://doi.org/10.14710/jab.v2i1.5357.
Pan, H., Liu, Z. dan Ha, H.-Y. (2022) “Perceived price and trustworthiness of online reviews: different levels of promotion and customer type,” International Journal of Contemporary Hospitality Management, 34(10), hal. 3834–3854. Tersedia pada: https://doi.org/10.1108/IJCHM-12-2021-1524.
Pomering, A. (2017) “Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large,” Australasian Marketing Journal, 25(2), hal. 157–165. Tersedia pada: https://doi.org/10.1016/j.ausmj.2017.04.011.
Porral, C.C. et al. (2015) “Measuring the influence of customer-based store brand equity in the purchase intention,” Cuadernos de Gestión, 15(1), hal. 93–118. Tersedia pada: https://doi.org/10.5295/cdg.130408cc.
Prameswari, N.P. dan Astuti, S.R.T. (2011) “Analisis faktor-faktor yang mempengaruhi loyalitas konsumen pada Asuransi ‘P’ di Kota Semarang,” Fokus Ekonomi, 6(2), hal. 1–18. Tersedia pada: https://ejournal.stiepena.ac.id/index.php/fe/article/view/136.
Sinha, I. dan Smith, M.F. (2000) “Consumers’ perceptions of promotional framing of price,” Psychology & Marketing, 17(3), hal. 257–275. Tersedia pada: https://doi.org/10.1002/(SICI)1520-6793(200003)17:3<257::AID-MAR4>3.0.CO;2-P.
Whitburn, D., Karg, A. dan Turner, P. (2020) “The Effect of Digital Integrated Marketing Communications on Not-for-Profit Sport Consumption Behaviors,” Journal of Sport Management, 34(5), hal. 417–434. Tersedia pada: https://doi.org/10.1123/JSM.2019-0306.
World Commission on Environment and Development (1987) Our Common Future. New York: Oxford University Press, New York.