Kontribusi Faktor Harga dan Citra Merek terhadap Kepuasan Konsumen Produk Wall's di Kabupaten Bekasi

Kontribusi Faktor Harga dan Citra Merek terhadap Kepuasan Konsumen Produk Wall's di Kabupaten Bekasi

• By Amelia, Dea; Putri, Aulia , Rennita; Loi, Yuniar; Abdullah, Muhammad.;
• Jurnal Nasional Terakreditasi
• 3
• 173–185

Purpose.This study aims to analyze the contribution of price and brand image factors to consumer satisfaction with Wall’s products in Bekasi Regency. The primary focus of this research is to determine the extent of the impact of price and brand image on consumer satisfaction levels and to establish the cause-and-effect relationship between these variables and consumer satisfaction.Methods.This research employs a quantitative approach grounded in positivism, focusing on the collection of specific data from a designated population. Purposive sampling technique was applied with criteria including respondents aged 17 years or older, residing in Bekasi Regency, and having purchased Wall’s ice cream products within the past month. The number of respondents was determined using the Lemeshow formula to ensure sample representativeness. Data was collected through questionnaires and analyzed using statistical methods to test the formulated hypotheses.Findings.The results of the multiple linear regression analysis indicate that both price and brand image factors significantly contribute to consumer satisfaction with Wall’s products in Bekasi Regency. The obtained linear regression model is Y = 5.896+ 0.505 X1+0.422 X2. This implies that each unit increase in the price factor contributes 0.505 to consumer satisfaction, while each unit increase in brand image contributes 0.422. Correlation and determination analysis reveal an R² value of 0.563, indicating that 56.30% of the variability in consumer satisfaction can be explained by the price and brand image variables. Partial tests show that both price and brand image have significant effects on consumer satisfaction, with t-values exceeding the critical t-value. The simultaneous test using the F-test shows that price and brand image together significantly impact consumer satisfaction, with an F-value of 59.893, exceeding the F-table value of 3.094.Implication.The findings of this study have several practical implications for Wall’s product marketing strategies. First, the company should consider adopting competitive pricing strategies to enhance consumer satisfaction, ensuring that product prices align with the quality perceived by consumers. Second, a positive brand image plays a crucial role in increasing consumer satisfaction; thus, the company should focus on strengthening brand image through promotions highlighting product quality and excellence. It is recommended that Wall’s implement special pricing promotions and strict quality control programs to improve price-quality alignment. Additionally, enhancing the corporate image through transparent campaigns and corporate social responsibility initiatives can bolster the company's reputation. Finally, the company could improve consumer satisfaction by offering promotional packages that allow consumers to try various ice cream flavors at an affordable price, ultimately encouraging repeat purchases and increasing customer loyalty.

• Katakunci Price, Brand Image, Consumer Satisfaction
• URL https://openjournal.unpam.ac.id/index.php/Jaras/article/view/43944/22790
• Penerbit ,

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