Mina Sulastri

Mediasi Keputusan Pembelian pada Pengaruh Kualitas Layanan dan Persepsi Harga Terhadap Kepuasan Pelanggan (Studi pada Pelanggan Indomaret di Tanjung Duren Jakarta Barat)

Introduction

Mediasi keputusan pembelian pada pengaruh kualitas layanan dan persepsi harga terhadap kepuasan pelanggan (studi pada pelanggan indomaret di tanjung duren jakarta barat). Teliti pengaruh persepsi harga, kualitas produk & keputusan pembelian terhadap kepuasan pelanggan Indomaret Tanjung Duren. Pelajari mediasi keputusan pembelian dalam studi ini.

Abstract

Persaingan yang sangat ketat dalam industri minimarket membuat perusahaan dituntut untuk dapat membaca peluang yang ada di pasar dan menerapkan strategi yang tepat untuk memenangkan persaingan. Hal ini juga dilakukan oleh Indomaret untuk menarik pembelinya serta membangun kepuasan pelanggan. Penelitian ini menganalisis pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian dan kepuasan pelanggan di minimarket Indomaret Tanjung Duren. Dengan mengambil sampel 100 responden yang diambil secara acak dan pengolahan data menggunakan SEM-PLS diperoleh hasil bahwa kualitas produk tidak secara signifikan mempengaruhi keputusan pembelian dan juga kepuasan pelanggan. Sementara itu persepsi harga yang signifikan memiliki efek positif pada keputusan pembelian dan kepuasan pelanggan. Sementara keputusan pembelian memiliki efek positif yang signifikan terhadap kepuasan pelanggan. Keputusan pembelian gagal memediasi pengaruh kualitas produk pada kepuasan pelanggan, tetapi mampu memediasi pengaruh persepsi harga terhadap kepuasan pelanggan. Kata Kunci : persepsi harga, kualitas produk, keputusan membeli, kepuasan pelanggan.

Review

This study investigates the complex interplay of consumer behavior drivers within the highly competitive Indonesian minimarket sector, specifically focusing on Indomaret customers in Tanjung Duren, West Jakarta. The research aims to understand how price perception and quality (though the abstract specifies 'product quality' while the title indicates 'service quality') influence purchase decisions and ultimately customer satisfaction. Employing a quantitative approach with a sample of 100 respondents and analyzed using SEM-PLS, the study sheds light on the relative importance of these factors. Key findings suggest that price perception significantly drives both purchase decisions and customer satisfaction, with purchase decisions playing a crucial mediating role in this relationship. Conversely, the impact of quality on both purchase decisions and customer satisfaction was found to be non-significant, and subsequently, purchase decisions failed to mediate this particular link. While the research addresses a relevant and timely topic for the retail industry, several points warrant clarification and further consideration. A primary concern is the inconsistency between the title, which references 'Kualitas Layanan' (Service Quality), and the abstract's core analysis, which refers to 'Kualitas Produk' (Product Quality). This discrepancy is fundamental and needs immediate resolution, as it impacts the theoretical framework, data collection, and interpretation of results. Furthermore, while SEM-PLS is an appropriate analytical tool for exploring mediation with smaller sample sizes, a sample of 100 respondents from a single, localized branch might limit the generalizability of the findings across the broader Indomaret network or the wider minimarket industry. The finding that product/service quality does not significantly influence purchase decisions or satisfaction is intriguing and counter-intuitive to some marketing theories, suggesting a need for deeper contextual discussion within the minimarket environment. To enhance the study's impact and rigor, the authors are strongly encouraged to rectify the 'service quality' versus 'product quality' ambiguity throughout the manuscript, ensuring consistency from the title to the discussion. A more in-depth exploration of why quality might not be a significant driver in this specific context would also enrich the theoretical contribution; for instance, examining whether minimarket customers prioritize convenience and price over subtle quality differences. Future research could benefit from a larger and more geographically diverse sample to improve generalizability, potentially including other competitive minimarket brands for comparative analysis. Despite these suggestions, the study provides valuable insights into the direct and indirect effects of price perception on consumer behavior, offering practical implications for Indomaret management in strategizing for customer satisfaction in a price-sensitive market.

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