Strategy Analysis of Product Selling Prices and Product Quality on Purchase Decisions and Its Impact on Wuling Confero LMPV’s Customer Loyalty in Jabodetabek
DOI:
https://doi.org/10.38035/dijefa.v3i6.1565Keywords:
Price, Product Quality, Purchase Decisions, Customer LoyaltyAbstract
This research has purpose to deep dive the impact caused by product selling price strategy as well as product quality on purchase decisions and its effectiveness towards consumer loyalty. The population used in this study were all Wuling Confero LMPV users in Jabodetabek with total sample of 190 respondents. Quantitative methods has been used as the research design. The techniques which applied for collecting data is by the use of survey methods through questionnaires. And it proceed with assists of PLS-SEM analysis method. Its results show that: 1) Selling price and product quality have significantly positive impact on purchase decisions and consumer loyalty 2) purchase decisions have significantly positive effect on consumer loyalty 3) purchase decisions play an important role in mediating the effectiveness of Selling price and product quality on consumer loyalty.
References
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Situmorang, B., Triyadi, T., & Prasetyo, J. H. (2020). The Reaction over Customer Satisfaction through Service Quality Variable at Tennis School in Cilandak Town Square. International Journal of Innovative Science and Research Technology, 5(3), 1312–1216. https://ijisrt.com/assets/upload/files/IJISRT20MAR701.pdf
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi.
Tusyanah, T., Maftukhah, I., Rahmawati, F. D., & Fadlilah, A. (2018). Considering the influence of digital promotion performed by Go-Jek Indonesia and C2C marketplaces on buyers’ purchasing decision. International Conference on Economics, Business and Economic Education 2018 (ICE-BEES 2018), 541–552.
Wantara, P., & Tambrin, M. (2019). The Effect of price and product quality towards customer satisfaction and customer loyalty on madura batik. International Tourism and Hospitality Journal, 2(1), 1–9.
Wiharso, G., Prasetyo, J. H., Prakoso, B. S., & Fabrianto, L. (2022). The Effect Of Mobile Banking Product Quality On Customer Satisfaction Of Indonesian Sharia Bank Jakarta Wolter Monginsidi Branch. Matriks: Jurnal Sosial Dan Sains, 3(2), 80–88. https://matriks.greenvest.co.id/index.php/jmt/article/view/90/134
Yusuf, M., Nurhalalia, N., & Putra, A. H. P. K. (2019). The Impact of Product Quality, Price, and Distribution on Satisfaction and Loyalty. Journal of Distribution Science, 17(10), 17–26.
Dahwilani, D. M. (2020). Penjualan Mobil di Indonesia Ambyar akibat Covid-19, Begini Gambarannya. INews.Id. https://www.inews.id/otomotif/niaga/penjualan-mobil-di-indonesia-ambyar-akibat-covid-19-begini-gambarannya
Ferdian, I., & Rasyid, H. (2021). Wuling Confero Pesanan Naik Efek Insentif PPnBM, Almaz dan Cortez Terkatrol. Otomotifnet. https://otomotifnet.gridoto.com/read/232628353/wuling-confero-pesanan-naik-efek-insentif-ppnbm-almaz-dan-cortez-terkatrol
Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS) (4th ed.). Badan Penerbit Universitas Diponegoro.
Gunawan, H., & Prasetyo, J. H. (2020). The Influence of Service Quality towards the Customer Satisfaction of XYZ Bank at Gajah Mada Branch Office in West Jakarta. International Journal of Innovative Science and …, 5(3), 160–164. https://ijisrt.com/assets/upload/files/IJISRT20MAR004.pdf
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Cengage Learning.
Herdian, P. D., Maruta, I. A., & Mulyati, D. J. (2018). Pengaruh Persepsi Price Dan Desain Terhadap Purchase Decisions Pengguna Motor Klx Kawasaki Di Surabaya Timur. Jurnal Dinamika Administrasi Bisnis, 4(1).
Ibrahim, M. B. H. (2014). Analisis Pengaruh Produk Dan Distribusi Terhadap Purchase Decisions Motor Honda Pada CV. Fajar Baru Jayapura. Future: Jurnal Manajemen Dan Akuntansi, 1(2), 198–213.
Jemadu, L. (2022). Heboh Wuling di Twitter Usai Viral Foto Kecelakaan Cortez vs Xenia. Suara.Com. https://www.suara.com/otomotif/2022/05/30/173015/heboh-wuling-di-twitter-usai-viral-foto-kecelakaan-cortez-vs-xenia
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (13th ed.). Erlangga.
Lupiyoadi, R., & Hamdani, A. (2011). Manajemen Pemasaran Jasa. Salemba Empat.
Nanda, R. A., & Indriyani, S. (2018). Pengaruh Price, Fitur Dan Product Quality Terhadap Keputusan Konsumen Membeli Mobil Mitsubishi. Prosiding Seminar Nasional Darmajaya, 59–65.
Nurrohman, F. (2018). Pengaruh Electronic Word Of Mouth, Price, Dan Product Quality Terhadap Purchase Decisions (Studi Kasus pada Smartphone Merek Blackberry di Yogyakarta). Universitas Negeri Yogyakarta.
Prasetyo, J. H., & Ariawan, J. (2021). View of Exact Strategies to Increase Indonesian’s Millenial Customer Loyalty towards Digital Banking Product. Enrichment: Journal of Management, 12(2), 1558–1565. https://enrichment.iocspublisher.org/index.php/enrichment/article/view/428/322
Prasetyo, J. H., Prakoso, B. S., Wiharso, G., & Fabrianto, L. (2021). E-commerce: The importance role of customer perceived value in increasing online repurchase intention. Dinasti International Journal of Digital Business Management, 2(6), 955–962. https://doi.org/10.31933/DIJDBM.V2I6.954
Pratiwi, A. D., & Harahap, K. (2022). Analisis Strategi Pemasaran pada Pt. Sgmw (Wuling) melalui Peningkatan Layanan Purnajual dan Penambahan Jaringan Pasca Pandemi Covid-19 (Studi pada Wuling di Kota Medan). Journal Of Social Research, 1(7), 708–716.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. CV Pustaka Setia.
Rohaeni, H. (2016). Peranan Promosi Melalui Personal Selling Terhadap Volume Penjualan. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(2), 223–231. https://doi.org/https://doi.org/10.31311/JECO.V4I2.802
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768.
Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105–110.
Situmorang, B., Triyadi, T., & Prasetyo, J. H. (2020). The Reaction over Customer Satisfaction through Service Quality Variable at Tennis School in Cilandak Town Square. International Journal of Innovative Science and Research Technology, 5(3), 1312–1216. https://ijisrt.com/assets/upload/files/IJISRT20MAR701.pdf
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi.
Tusyanah, T., Maftukhah, I., Rahmawati, F. D., & Fadlilah, A. (2018). Considering the influence of digital promotion performed by Go-Jek Indonesia and C2C marketplaces on buyers’ purchasing decision. International Conference on Economics, Business and Economic Education 2018 (ICE-BEES 2018), 541–552.
Wantara, P., & Tambrin, M. (2019). The Effect of price and product quality towards customer satisfaction and customer loyalty on madura batik. International Tourism and Hospitality Journal, 2(1), 1–9.
Wiharso, G., Prasetyo, J. H., Prakoso, B. S., & Fabrianto, L. (2022). The Effect Of Mobile Banking Product Quality On Customer Satisfaction Of Indonesian Sharia Bank Jakarta Wolter Monginsidi Branch. Matriks: Jurnal Sosial Dan Sains, 3(2), 80–88. https://matriks.greenvest.co.id/index.php/jmt/article/view/90/134
Yusuf, M., Nurhalalia, N., & Putra, A. H. P. K. (2019). The Impact of Product Quality, Price, and Distribution on Satisfaction and Loyalty. Journal of Distribution Science, 17(10), 17–26.
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2023-01-26
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