PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN SAYUR DAN BUAH DI LOTTE GROSIR WARU SIDOARJO
The Influence of Product Quality and Price on Customer Satisfaction of Vegetables and Fruits at Lotte Grosir Waru Sidoarjo
DOI:
https://doi.org/10.30742/jisa25220254663Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan harga terhadap kepuasan pelanggan sayur dan buah di Lotte Grosir Waru Sidoarjo. Penelitian ini dilatarbelakangi oleh adanya penurunan penjualan yang terjadi pada produk sayur dan buah di Lotte Grosir Waru Sidoarjo yang diduga berkaitan dengan kualitas produk dan harga yang ditawarkan. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden yang merupakan pelanggan Lotte Grosir Waru Sidoarjo. Teknik analisis data menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Harga juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Temuan ini mengindikasikan bahwa peningkatan kualitas produk dan penetapan harga yang kompetitif dapat meningkatkan kepuasan pelanggan yang pada akhirnya dapat mendorong peningkatan penjualan produk sayur dan buah di Lotte Grosir Waru Sidoarjo. Penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi pihak manajemen dalam menyusun strategi pemasaran yang tepat untuk mempertahankan dan meningkatkan loyalitas pelanggan.
Kata kunci: Buah, Harga, Kualitas Produk, Kepuasan Pelanggan, Sayur.
This study aims to analyze the influence of product quality and price on customer satisfaction for vegetables and fruits at Lotte Grosir Waru Sidoarjo. This research is motivated by a decline in sales of vegetables and fruits at Lotte Grosir Waru Sidoarjo, which is suspected to be related to the product quality and pricing offered. The research method used is quantitative with a descriptive approach. Data were collected through questionnaires distributed to 100 respondents who are customers of Lotte Grosir Waru Sidoarjo. Data analysis techniques used Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of the study show that product quality has a positive and significant effect on customer satisfaction. Price also has a positive and significant effect on customer satisfaction. These findings indicate that improving product quality and setting competitive prices can increase customer satisfaction, which in turn can encourage increased sales of vegetable and fruit products at Lotte Grosir Waru Sidoarjo. This study is expected to serve as a consideration for management in formulating appropriate marketing strategies to maintain and enhance customer loyalty.
Keywords: Fruit, Price, Product Quality, Customer Satisfaction, Vegetables.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 salsabila aldita lamarta
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
- The author retains copyright and grants the journal the right of first publication with the work being simultaneously licensed under the Creative Commons Attribution License which allows others to share the work with acknowledgment of the work's authorship and initial publication in this journal.
- Authors may make additional separate contractual arrangements for the non-exclusive distribution of the published journal version of the work (for example, posting it to an institutional repository or publishing it in a book), with acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (for example, in institutional repositories or on their websites) before and during the submission process, as it can result in a productive exchange, as well as earlier and larger citations of published work (See The Influence Open Access).
