PERCEIVED QUALITY, BRAND TRUST, AND PRICE FAIRNESS ON CONSUMER LOYALTY OF SILVERQUEEN CHOCOLATE BRAND IN PEKANBARU CITY
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh persepsi kualitas, kepercayaan merek dan kewajaran harga terhadap loyalitas konsumen pada merek coklat Silverqueen pada masyarakat Kota Pekanbaru. Populasi penelitian ini adalah konsumen coklat merek Silverqueen di Kota Pekanbaru yang jumlahnya tidak diketahui secara pasti, dan sampel yang diambil dalam penelitian ini sebanyak 100 responden. Teknik pengambilan sampel menggunakan kuesioner berupa google form. Teknik analisis data menggunakan Statistical Program for Social Science (SPSS 21.0). Hasil penelitian menunjukkan bahwa variabel persepsi kualitas, kepercayaan merek dan kewajaran harga berpengaruh positif dan signifikan terhadap loyalitas konsumen pada coklat silverqueen. Perusahaan diharapkan dapat memberikan masukan agar perusahaan dapat terus meningkatkan kualitas coklat silverqueen dan selalu memberikan yang terbaik kepada para konsumennya sehingga para konsumen akan semakin loyal terhadap merek coklat Silverqueen dan agar perusahaan terus berkembang serta mampu bersaing di era modern saat ini.
This research aims to determine the influence of perceived quality, brand trust, and price fairness on consumer loyalty to the Silverqueen chocolate brand in the people of Pekanbaru City. The population of this research is consumers of the silverqueen chocolate brand in Pekanbaru City, the exact number of which is not known, and the sample taken in this research was 100 respondents. The sampling technique uses a questionnaire in the form of a Google form. The data analysis technique uses the Statistical Program for Social Science (SPSS 21.0). The results of the research show that the variables perceived quality, brand trust, and price fairness have a positive and significant effect on consumer loyalty to Silverqueen chocolate. The ompany is expected to provide input so that the company can continue to improve the quality of silverqueen chocolate and always provide the best to its consumers so that consumers will be more loyal to the silverqueen chocolate brand and so that the company continues to grow and be able to compete in the current modern era.
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Chandra, S., Tianto, A., Veronica, V., Ng, M., & David, D. (2023). The Influence of Products, Prices, Promotions, and Places on Purchase Decisions at PT. Arta Agrindo Subur Pratama Pekanbaru. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 257–270. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4084
Chandra, T., Renaldo, N., & Putra, L. C. (2018). Stock Market Reaction towards SPECT Events using CAPM Adjusted Return. Opción, Año 34(Especial No.15), 338–374.
Chandra, T., Renaldo, N., Chandra, S., & Ng, M. (2024). Blue Management Accounting: Water Footprint, Cost, Efficiency, and Internal Control at WKP Corporation Headquarters. Journal of Environmental Accounting and Management, 12(2), 185–200. https://doi.org/10.5890/JEAM.2024.06.006
Dhasarathi, & Kanchana. (2022). Pengaruh Kualitas Sistem, Kualitas Informasi, dan Kualitas Layanan terhadap Loyalitas Konsumen yang dimediasi oleh Kepuasan Konsumen dalam Berbelanja Online. Jurnal Bisnis Manajemen Dan Keuangan, 4(1), 17–35.
Dhurup, Mafini, & Dumasi. (2014). Pengaruh Citra Merek, Komunikasi Merek, Kewajaran Harga dan Perceived Quality Terhadap Loyalitas merek Pasta Gigi Nasa.
Duli. (2019). 154 Pentingnya Desain Ulang Pekerjaan Dan Deskripsi Pekerjaan Untuk Peningkatan Kinerja Pegawai Pada Masa Pandemi Covid 19. Journal Sains Manajemen, 7(154–167).
Effendy, A. A. (2019). Analisis Bauran Pemasaran Dalam Meningkatkan Volume. Jurnal Ilmiah, 1(1), 79–95. http://openjournal.unpam.ac.id/index.php/JFB/article/view/2268
Eliasari, & Sukaatmadja. (2017). Pengaruh Perceived Quality dan Perceived Value of Cost terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Fresh.Co. Jurnal Ilmiah Manajemen, 19, 200–218.
Fajri, D., Chandra, T., & Putra, R. (2021). The Influence of Brand Image and Promotion on the Decisions of Students in STIE Mahaputra Riau with Learning Interest as Intervening. Journal of Applied Business and Technology, 2(3), 223–232.
Firdaus, M. F., & Yamini, E. A. (2023). Pengaruh Brand Equity dan Brand Trust Terhadap Loyalitas Pelanggan Sepatu Sandal Merek Eiger. ULIL ALBAB : Jurnal Ilmiah Multidisiplin, 2(3), 1154–1160.
Ghozali. (2018). Kompetensi dan Stres Kerja Pengaruhnya Terhadap Kinerja Pegawai. Journal Akuntansi Dan Keuangan, 19(4), 768–778.
Goh, M., Wijaya, E., Junaedi, A. T., & Hocky, A. (2022). Customer Interest in Using Mandiri M-Banking: Can Ease of Use, Trust, Information Technology Readiness, and Social Factors Affect It? International Conference on Business Management and Accounting (ICOBIMA), 1(1), 143–153.
Hasanah, R., Sudaryanti, D., Taqwiem, A., & Malang, U. I. (2023). PENGARUH SERVICE EXCELLENT , PRICE FAIRNESS DAN PRODUCT QUALITY TERHADAP LOYALITAS NASABAH PADA BANK SYARIAH. 4(1), 392–408.
Hendrayani. (2021). Analisis Implementasi Strategi Bauran Pemasaran (Marketing Mix) 11P Pada UMKM Tenis (Teh Nikmat Sidamanik). Jurnal Rumpun Ekonomi Syariah, 6, 37–48.
Hidayat, A., Chandra, T., & Putra, R. (2022). Service Quality on Consumer Satisfaction and Non-Wage Consumer Loyalty in BPJS Ketenagakerjaan Pekanbaru Panam Branch. Journal of Applied Business and Technology, 3(2), 166–176.
Hidayat. (2021). Pengaruh Promosi , Atribut Produk dan Loyalitas Konsumen Terhadap Keputusan Pembelian di Tokopedia.
Hocky, A., Lidyana, & Purwati, A. A. (2020). The Role of Servoce Quality and Trust on Consumer Loyalty at PT. Henson Alfa Gros Pekanbaru. Journal of Applied Business and Technology, 1(1), 51–59.
Jeremia, & Djurwati. (2019). Loyalitas Pelanggan Kopi Kenangan dari Segi Pengalaman Pelanggan, Kualitas Pelayanan dan Kepuasan Pelanggan. 24(1), 55–71.
Junaedi, A. T., Renaldo, N., Yovita, I., Veronica, K., & Jahrizal. (2024). Digital Culture Revolution in Improving Firm Performance in Indonesia. Journal of System and Management Sciences, 14(1), 452–470. https://doi.org/10.33168/JSMS.2024.0126
Kataria, & Saini. (2020). Pengaruh Perceived Quality dan Perceived Value of Cost terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Fresh.Co. Jurnal Ilmiah Manajemen, 19, 200–218.
Konuk. (2018). Pengaruh Perceived Quality dan Perceived Value of Cost terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Fresh.Co. Jurnal Ilmiah Manajemen, 19, 200–218.
Lee. (2022). PENGARUH PRICE FAIRNESS, CONVENIENCE, DAN BRAND LOVE TERHADAP BRAND LOYALTY. Jurnal Ekonomi Trisakti, 4, 605–614.
Lesmana, R., Sunardi, N., Hastono, H., & Widodo, A. S. (2021). Perceived Quality Membentuk Customer Loyalty via Brand Equity pada Pengguna Smartphone Merek Xiaomi di Tangerang Selatan. Jurnal Pemasaran Kompetitif, 4(2), 157. https://doi.org/10.32493/jpkpk.v4i2.9422
Lukman, T. A., Hafni, L., Panjaitan, H. P., Chandra, T., & Sahid, S. (2022). The Influence of Service Quality on Taxpayer Satisfaction and Taxpayer Compliance at BAPENDA Riau Province. International Conference on Business Management and Accounting (ICOBIMA), 1(1), 40–59.
Manik, Et, & Al. (2023). Manajemen Pemasaran Global Dalam Meningkatkan Kepuasan Konsumen dan Keberhasilan Bisnis. Jurnal Ilmiah Manajemen, 12(2), 405–416.
Ni’mah, A., Robustin, T. P., & Hidayat, Z. (2019). Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Wardah Kosmetik Studi Kasus Pada Mahasiswi STIE Widya Gama Lumajang. Progress Coference, 2(July), 549–556.
Nurhayani, & Sunaryo. (2022). Manajemen Pemasaran Global Dalam Meningkatkan Kepuasan Konsumen dan Keberhasilan Bisnis. Jurnal Ilmiah Manajemen, 12(2), 405–416.
Nurjanah, R., Arinastuti, A., & Johan Suzana, A. (2022). Pengaruh Citra Merek, Komunikasi Merek, Kewajaran Harga Dan Perceived Quality Terhadap Loyalitas Merek Pasta Gigi Nasa Pada Konsumen Di Kota Purbalingga. Majalah Imiah Manajemen Dan Bisnis, 19(1), 79–88. https://doi.org/10.55303/mimb.v19i1.141
Panjaitan, H. P., Vinson, V., Yani, F., Sitompul, S. S., Sari, O., & Lubis, W. M. C. (2024). Influence of Product Quality, Price, Brand Image and Promotion on Customer Satisfaction on Lazada (Case Study in Pekanbaru City Communities). Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 373–390. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4391
Pramezwary, Juliana, Winata, Tanesha, & Armando. (2021). No Title.
Purwati, A. A., Rukmana, K., & Deli, M. M. (2020). The Effect of Personal Selling and Service Quality on Custumer Loyalty at PT. Wanriau IndoXP. Journal of Applied Business and Technology, 1(1), 1–7.
Putra, & Soebandi. (2019). Pengaruh Celebrity Endorser, Brand Image dan Brand Trust Terhadap Keputusan Pembelian Produk Scarlett Whitening.
Putri, I. E. (2023). Pengaruh Dimensi Brand Equity Dan Brand Trust Terhadap Loyalitas Pelanggan Pada Produk Kosmetik Merek Make Over Di Kota Padang. 2(3).
Rahman, S., & Wijaya, A. (2021). Analysis of the Influence of Product Quality, Promotion, Brand Image and Lifestyle on Purchase Decision of Motorcycle Kawasaki KLX 150cc at PT. Greentech Cakrawala Motorindo in Pekanbaru. Journal of Applied Business and Technology, 2(1), 59–72.
Rahyuda, I. K., & Atmaja, N. P. C. D. (2018). Pengaruh Kewajaran Harga, Citra Perusahaan Terhadap Kepuasan Dan Loyalitas Pengguna Penerbangan Domestik Gia Di Denpasar. EKUITAS (Jurnal Ekonomi Dan Keuangan), 15(3), 370–395. https://doi.org/10.24034/j25485024.y2011.v15.i3.374
Renaldo, N., & Murwaningsari, E. (2023). Does Gender Diversity Moderate the Determinant of Future Firm Value? Review of Economics and Finance, 21, 680–689. https://doi.org/https://doi.org/10.55365/1923.x2023.21.72
Saputro, P. A., Irman, M., & Panjaitan, H. P. (2022). Quality of Socialization, Services, and Electronic Services on Taxpayer Satisfaction and Taxpayer Compliance at Kantor Pelayanan Pajak Madya Pekanbaru. Journal of Applied Business and Technology, 3(3), 287–301.
Sasono, E., & Ernawati, F. Y. (2023). 1 , 3 123. 15(2), 121–136. Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Keputusan Pembelian Di Koperasi Mahasiswa Universitas Bhinneka Pgri Program Studi Pendidikan Ekonomi Tahun Akademik 2022/2023. Jurnal Economina, 2, 2076–2090.
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Published
2025-01-02
How to Cite
SUHARDJO, Suhardjo et al.
PERCEIVED QUALITY, BRAND TRUST, AND PRICE FAIRNESS ON CONSUMER LOYALTY OF SILVERQUEEN CHOCOLATE BRAND IN PEKANBARU CITY.
Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis, [S.l.], v. 9, n. 2, p. 193-206, jan. 2025.
ISSN 2527-8215.
Available at: <https://ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/article/view/4695>. Date accessed: 17 jan. 2025.
doi: https://doi.org/10.35145/kurs.v9i2.4695.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
