THE EFFECT OF PRODUCT QUALITY AND PRICING STRATEGY ON CONSUMER PURCHASE DECISIONS THROUGH ULASAN PELANGGAN IN THE SUBSIDIZED HOUSING OF PT. JONJORO PANRITA KAMPOENG
Keywords:
Product Quality, Pricing Strategy, Cus-tomer Reviews, Purchase Decision
Abstract
This study aims to analyze whether product quality and pricing strategy have an influence on customer reviews. It also aims to examine whether product quality, pricing strategy, and customer reviews influence consumer purchase decisions. Additionally, the study explores whether product quality and pricing strategy influence consumer purchase decisions through customer reviewsin the Subsidized Housing of PT. Jonjoro Panrita Kampoeng. The research approach used is quantitative. This study was conducted at the Subsidized Housing of PT. Jonjoro Panrita Kampoeng, and was carried out over one month, specifically in September 2024. A total of 190 respondents participated in the study. Data was collected using a questionnaire. Data analysis employed path analysis and Sobel testing. The results of the study conclude that, firstly, better product quality and pricing strategy can create positive experiences for consumers, which are then shared through positive customer reviews. Secondly, improved product quality, pricing strategy, and customer reviews positively affect consumer purchase decisions, leading to a higher likelihood of purchasing property in the Subsidized Housing of PT. Jonjoro Panrita Kampoeng. Finally, customer reviews can indirectly mediate the relationship between product quality and pricing strategy in enhancing consumer purchase decisions in the Subsidized Housing of PT. Jonjoro Panrita Kampoeng
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Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.
Dianah, N., & Welsa, H. (2017). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pem-belian Smartphone Xiaomi Serta Dampaknya Pada Kepuasan Konsumen. Jurnal Manajemen, 7(1), 16-26.
Fure, F., Lapian, J., & Taroreh, R. (2015). Pengaruh brand image, kualitas produk dan harga terhadap keputusan pembelian konsumen di j. co Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Mana-jemen, Bisnis dan Akuntansi, 3(1).
Gofur, A. (2019). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 37-44.
Hartono, A., & Wahyono, W. (2015). Pengaruh Citra Merek dan Kualitas terhadap Kepuasan Kon-sumen melalui Keputusan Pembelian sebagai Variabel Intervening. Management Analysis Jour-nal, 4(2).
Januarko, M., Adiwibowo, B., & Kusumawati, M. D. (2018). Effect Product Quality, Price Perception, Customer Satisfaction Batik Betawi Loyalty in Jakarta. IOSR Journal of Business and Manage-ment, 20(8), 1-7.
Kharisma, R., & Hariyanti, H. (2020). Pengaruh Kepuasan Konsumen, Kepercayaan, dan Kualitas Produk Terhadap Ulasan pelanggan Communication: Studi Pada Produk Sepatu Vans di Sura-karta. KELOLA, 7(2), 134-143.
Keller dan Amstrong (2015), “Prinsip-prinsip Pemasaran”, Edisi Kedua Belas, Jilid Satu, Erlangga, Ja-karta.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satis-faction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.
Kotambunan, W. I., Lapian, J. S., & Samadi, R. L. (2021). Pengaruh Diferensiasi Produk, Harga, Dan Promosi Terhadap Perilaku Ulasan pelanggan Pada Warunk Bendito. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(1).
Kotler, P & Keller. 2016. Manajemen Pemasaran. Jilid 2. Edisi 12. PT Indeks. New Jersey.
Lai, I. K. W. (2020). An examination of satisfaction on ulasan pelanggan regarding Portuguese foods in Macau: Applying the concept of integrated satisfaction. Journal of Hospitality and Tourism Management, 43, 100-110.
Lesmana, R. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pt. Radekatama Piranti Nusa. Jurnal Pemasaran Kompetitif, 2(2), 115-129.
Lubis, A. A. (2018). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Surat Kabar Pada PT. Suara Barisan Hijau Harian Orbit Medan. Jurnal Ilmiah Manajemen dan Bisnis, 16(2).
Lupiyoadi, R., & Hamdani. 2011. Manajemen Pemasaran Jasa. Edisi 2. Salemba Empat. Jakarta.
Mandey, J. B. (2013). Promosi, distribusi, harga pengaruhnya terhadap keputusan pembelian Rokok Surya Promild. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4).
Matzler, K., Teichmann, K., Strobl, A., & Partel, M. (2019). The effect of price on ulasan pelanggan: First time versus heavy repeat visitors. Tourism Management, 70, 453-459.
Mayunita, R., & Nurdin, H. (2020). PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA PERCETAKAN PENA KARYA KOTA BIMA. Jurnal Ekonomi Manajemen STIE BIMA, 1(1), 41-50.
Narwal, P., & Nayak, J. K. (2020). How consumers form product quality perceptions in absence of fixed posted prices: Interaction of product cues with seller reputation and third-party reviews. Journal of Retailing and Consumer Services, 52, 101924.
Nugraha, A., & Aditya, F. (2015). Pengaruh ulasan pelanggan terhadap keputusan pembelian dan kepuasan konsumen (studi pada konsumen kober mie setan jalan simpang soekarno-hatta no-mor 1-2 Malang). Jurnal Administrasi Bisnis, 22(1).
Nurjanah, R. L., & Mashariono, M. (2017). Pengaruh Produk dan Harga Terhadap Ulasan pelanggan Melalui Kepuasan Konsumen. Jurnal Ilmu dan Riset Manajemen (JIRM), 6(7).
Pradesta, R., Haryono, A. T., & Mukeri, M. (2017). Pengaruh Kualitas Produk, Inovasi Produk dan Layanan Purna Jual Terhadap Keputusan Pembelian Dengan Ulasan pelanggan Sebagai Variabel Intervening (Studi Empiris Pada Produk Smartphone Asus Di Kelurahan Susukan, Kecamatan Ungaran Timur, Kabupaten Semarang). Journal of Management, 3(3).
Priansa, D. J. (2017). Komunikasi Pemasaran Terpada pada Era Media Sosial. Bandung: CV Pustaka Setia
Qalati, S., Yuan, L., Iqbal, S., Hussain, R., & Ali, S. (2019). Impact of Price on Customer Satisfaction; mediating role of Consumer Buying Behaviour in Telecom Sector. International Journal of Re-search, 6(4), 150-165.
Sagita, M. B. A., & Oetomo, H. W. (2017). Pengaruh Produk, Layanan, Lokasi, WOM Terhadap Loyal-itas Melalui Kepuasan Pelanggan Pada KFC. Jurnal Ilmu dan Riset Manajemen (JIRM), 6(7).
Sudari, S., Tarofder, A., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9(9), 1385-1396.
Sutrisno, T. F., Gosal, G. G., & Hernandes, S. F. (2020). The role of product quality and price percep-tion in affecting purchase decision (Study on milkmo product). Primanomics: Jurnal Ekonomi & Bisnis, 18(3), 106-112.
Tantri, E. S. T. A., Taufik, M., & Budiwati, H. (2020). Pengaruh Kualitas Produk dan Kualitas Pela-yanan Terhadap Keputusan Pembelian dengan Ulasan pelanggan Sebagai Variabel Intervening (Studi Kasus pada Konsumen Toko Sepatu Kakiku Kencong). Jobman: Journal of Organization and Bussines Management, 2(3), 166-171.
Wantara, P., & Tambrin, M. (2019). The Effect of price and product quality towards customer satisfac-tion and customer loyalty on madura batik. International Tourism and Hospitality Journal, 2(1), 1-9.
Windarti, T., & Ibrahim, M. (2017). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepua-san konsumen produk donat madu (Studi pada konsumen CV. Donat madu Cihanjuang–Pekanbaru) Jom FISIP Volume 4 No. 2.
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?. Heliyon, 6(11), e05532.
Published
2024-12-13
How to Cite
Sultan, H., & Yusrab Ardianto Sabban, J. B. I. (2024). THE EFFECT OF PRODUCT QUALITY AND PRICING STRATEGY ON CONSUMER PURCHASE DECISIONS THROUGH ULASAN PELANGGAN IN THE SUBSIDIZED HOUSING OF PT. JONJORO PANRITA KAMPOENG. Point of View Research Economic Development, 5(2). Retrieved from http://journal.accountingpointofview.id/index.php/POVRED/article/view/351
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