PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN MEDIASI KEPUASAN PELANGGAN PADA MARKETPLACE SHOPEE (STUDI KASUS KARYAWAN RSAU DR. ESNAWAN ANTARIKSA)

Ratna Wijayanti, Herni Pujiati

Abstract


This study aims to determine the effect of Product Quality and Price on Purchasing Decisions through Customer Satisfaction as a mediating variable in the Shopee Marketplace. This research is a quantitative study, and the data collection technique is a questionnaire. The sample in this study was 112 respondents who were employees of RSAU DR. Esnawan Antariksa Halim Perdanakusuma. The research data was tested with validity, reliability, heteroscedasticity, autocorrelation, and multicollinearity tests. The results of this study indicate that based on the path analysis/path analysis results, it states that indirectly, product quality through customer satisfaction has no significant effect on Purchasing Decisions, and indirectly, price through customer satisfaction has no significant effect on purchasing decisions. In equation 1, product quality has a significant effect on customer satisfaction, and price has a significant effect on customer satisfaction. Equation 2 states that Product Quality has a significant effect on Purchasing Decisions, Price has a significant effect on Purchasing Decisions, and Customer Satisfaction also has a significant effect on Purchasing Decisions. So, it can be concluded that Product Quality and Price simultaneously significantly affect Customer Satisfaction. In contrast, Product Quality, Price, and Customer Satisfaction simultaneously significantly affect Purchasing Decisions.

Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian melalui Kepuasan Pelanggan sebagai variabel mediasi pada Marketplace Shopee. Penilitian ini merupakan penelitian kuantitatif, dengan teknik pengumpulan data yang digunakan adalah kuesioner. Sampel dalam penelitian ini sebanyak 112 responden yang merupakan karyawan RSAU DR. Esnawan Antariksa Halim Perdanakusuma. Data penelitian diuji dengan uji validitas, uji reliabilitas, heteroskedastisitas, uji autokorelasi dan uji multikolinearitas. Hasil penelitian ini menunjukkan bahwa berdasarkan hasil path analysis/analisis jalur menyatakan secara tidak langsung kualitas produk melalui kepuasan pelanggan berpengaruh tidak signifikan terhadap Keputusan Pembelian, dan juga secara tidak langsung harga melalui kepuasan pelanggan berpengaruh tidak signifikan terhadap keputusan pembelian. Pada persamaan 1, Kualitas Produk memiliki pengaruh signifikan terhadap Kepuasan Pelanggan, begitupula Harga memiliki pengaruh signifikan terhadap Kepuasan Pelanggan. Untuk persamaan 2 menyatakan bahwa Kualitas Produk memiliki pengaruh siginifikan terhadap Keputusan Pembelian, Harga memiliki pengaruh signifikan terhadap Keputusan Pembelian, dan Kepuasan Pelanggan juga memiliki pengaruh signifikan terhadap Keputusan Pembelian. Sehingga dapat disimpulkan bahwa Kualitas Produk dan Harga secara simultan berpengaruh signifikan terhadap Kepuasan Pelanggan, sedangkan Kualitas Produk, Harga dan Kepuasan Pelanggan secara simultan berpengaruh signifikan terhadap Keputusan Pembelian.


Full Text:

PDF

References


Achsan, M. N., & Prapanca, D. (2023). he Influence of Price, Product Quality and Promotion on Purchase Decisions on the Shopee Marketplace (Case Study on Students of Muhammadiyah University of Sidoarjo). JIMS : Journal of Islamic and Muhammadiyah Studies, 4(0), 1–10. https://doi.org/10.21070/jims.v4i0.1582

Hendrayanti, S., & Nurauliya, V. (2021). Building Competitive Advantage through Innovation, Creativity, Product Quality. BASKARA : Journal of Business and Entrepreneurship, 4(1), 85–94. https://doi.org/10.54268/baskara.v4i1.9702

Jamaluddin, N. F. B., & Esa, S. A. (2020). Effect of Price on Sales Volume. Journal of Undergraduate Social Science and Technology, 2(2), 1–3. https://doi.org/10.5281/ZENODO.3748943

Jaya, S. L., & Heryjanto, A. (2023). The Influence Of Price, Service Quality, And Product Quality On Purchase Decisions Mediated By Purchase Intention (Empirical Study: Kriss Store Consumers In Tangerang Regency). Journal Research of Social Science, Economics, and Management, 3(3), 798–823. https://doi.org/10.59141/jrssem.v3i3.575

Kalinichenko, O. (2024). Price and Its Role in The Marketing Mix. Economics. Management. Innovations, 2(35), 53–65. https://doi.org/10.35433/ISSN2410-3748-2024-2(35)-4

Keshri, A. (2023). Study of Customers Online Buying Behaviour. IJFMR : International Journal For Multidisciplinary Research, 5(2), 1–3. https://doi.org/10.36948/ijfmr.2023.v05i02.2275

Knudsen, E. S., Lien, L. B., Timmermans, B., Belik, I., & Pandey, S. (2021). Stability in turbulent times? The effect of digitalization on the sustainability of competitive advantage. Journal of Business Research, 128, 360–369. https://doi.org/10.1016/J.JBUSRES.2021.02.008

Koto, R., Amelia, O., & Pramono, C. (2022). Effects of Product Quality and Price on the Purchase Decision in Shopee Marketplace (A Case Study at Department of Business Administration, Politeknik Negeri Medan). Konfrontasi : Jurnal Kultural, Ekonomi Dan Perubahan Sosial, 9(2), 236–247. https://doi.org/10.33258/konfrontasi2.v9i2.211

Kumar, R., Jain, V., Eastman, J. K., & Ambika, A. (2025). The components of perceived quality and their influence on online re-purchase intention. Journal of Consumer Marketing, 42(1), 38–55. https://doi.org/10.1108/JCM-04-2024-6798

Lin, X., Zhou, Y.-W., Xie, W., Zhong, Y., & Cao, B. (2020). Pricing and Product-bundling Strategies for E-commerce Platforms with Competition. European Journal of Operational Research, 283(3), 1026–1039. https://doi.org/10.1016/j.ejor.2019.11.066

Maqhfirah, T. N., Fitriani, R., & Wahyudin. (2023). Implementasi Metode Customer Satisfaction Index terhadap Kepuasan Pelanggan Pelayanan Telemarketing Call Center PT XYZ. Serambi Engineering, 8(2), 5383–5389. https://doi.org/10.32672/jse.v8i2.5760

Oktia, S., Soesanto, S., Purwanto, H., & Rochendi, T. (2024). Pengaruh Harga, Kualitas dan Jenis Produk terhadap Pendapatan Toko Online PT Clothme Jakarta di Aplikasi Shopee. REMITTANCE : Jurnal Akuntansi Keuangan Dan Perbankan, 5(2), 71–82. https://doi.org/10.56486/remittance.vol5no2.647

Pacana, A., & Siwiec, D. (2024). Predicting Quality of Modified Product Attributes to Achieve Customer Satisfaction. MDPI Design, 8(2), 36. https://doi.org/10.3390/designs8020036

Rizkyan, M. A., & Anggraeni, N. (2022). Pengaruh Kualitas Produk, Harga, Kualitas Pelayanan, Promosi, Kemasan, Dan Store Atmosphere Terhadap Keputusan Pembelian Hokben. Jurnal Mirai Management, 7(3), 482–487. https://doi.org/10.37531/mirai.v7i3.3309

Sainy, M., & Joshi, S. (2024). Examining the Impact of Product Quality on Customer Satisfaction, Loyality, and Repeat Purchase Behavior. ISJEM : International Scientific Journal of Engineering and Management, 3(5), 1–14. https://doi.org/10.55041/ISJEM01760

Sitinjak, T. J. R. (2021). The Effect of Product Quality and Service Quality on Customer Loyality of Warunk Upnormal. Jurnal Manajemen, 10(2), 21–33. https://doi.org/10.46806/jm.v10i2.740

Soltaninejad, M., & Shaghaghi, S. (2024). Strategic Pricing and Positioning in the Telecommunications Industry: Retaining Customers and Attracting Subscribers. Applied Economics and Finance, 11(3), 66–76. https://doi.org/10.11114/aef.v11i3.7152

Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif dan R&D, Cetakan Ketiga. Bandung : Alfabeta.

Wirianda, C. (2025). Digital Marketing Strategies to Increase Online Business Sales through Social Media. EAJMR : East Asian Journal of Multidisciplinary Research, 4(1), 209–218. https://doi.org/10.55927/eajmr.v4i1.13277

Yang, T., Dang, Y., & Wu, J. (2025). How to prioritize perceived quality attributes from consumers’ perspective? Analysis through social media data. Electronic Commerce Research, 25, 39–67. https://doi.org/10.1007/s10660-022-09652-7

Zhu, Y., & Huang, Y. (2025). Analysis of Product Introduction Strategies in the Presence of Price–Quality Heuristic. IEEE Transactions on Engineering Management, 72, 267–281. https://doi.org/10.1109/TEM.2024.3514653

Zusrony, E., Aminnariana, D., & Kusumajaya, R. A. (2024). The Influence of Brand, Price and Product Quality on Shopee e-Commerce Purchasing Decisions. Jurnal Bisnisman: Riset Bisnis Dan Manajemen, 6(2), 285–295. https://doi.org/10.52005/bisnisman.v6i02.245




DOI: https://doi.org/10.56486/kompleksitas.vol14no1.780

Article Metrics

Abstract view : 62 times
PDF - 40 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

TERINDEKS OLEH :

Â