PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN SERTA HARGA TERHADAP LOYALITAS PELANGGAN WARMINDO PADA MAHASISWA SEKOLAH VOKASI UNIVERSITAS GADJAH MADA

Muchammad Vadli Febrian Kusuma; Alexandro Lero Ora; Andrea Michael; Fikri Fajar Ramadhan

doi:10.55047/transekonomika.v3i3.439

Muchammad Vadli Febrian Kusuma* Program Studi Diploma IV Pembangunan Ekonomi Kewilayahan, Departemen Ekonomika dan Bisnis, Sekolah Vokasi, Universitas Gadjah Mada
Alexandro Lero Ora Program Studi Diploma IV Pembangunan Ekonomi Kewilayahan, Departemen Ekonomika dan Bisnis, Sekolah Vokasi, Universitas Gadjah Mada
Andrea Michael Program Studi Diploma IV Pembangunan Ekonomi Kewilayahan, Departemen Ekonomika dan Bisnis, Sekolah Vokasi, Universitas Gadjah Mada
Fikri Fajar Ramadhan Program Studi Diploma IV Pembangunan Ekonomi Kewilayahan, Departemen Ekonomika dan Bisnis, Sekolah Vokasi, Universitas Gadjah Mada

DOI: https://doi.org/10.55047/transekonomika.v3i3.439

Keywords: Customer Loyalty, Product Quality, Service Quality, Price, Warmindo

Abstract

"WARMINDO" food stall is one of the food businesses that is currently gaining popularity and spreading rapidly everywhere. This can be observed in various crowded locations in major cities. The aim of this study is to analyze the impact of product quality, service quality, and price on customer loyalty towards WARMINDO among Vocational School students at Gadjah Mada University. The research focuses on Vocational School students as the target population. A survey was conducted among 80 students, utilizing questionnaires, and the collected data was processed using probit and logit methods. The test results indicate that in this study, there exists a variable denoted as "Y," which represents the level of interest among Vocational School students at Gadjah Mada University (UGM) towards WARMINDO. Independent variables, including interest level, frequency of student visits to WARMINDO, food prices at WARMINDO, and the quality of service provided, have a positive influence on the loyalty of UGM students. Conversely, variables such as expenditure and satisfaction with food at WARMINDO do not significantly affect the loyalty of Vocational School students at UGM.

Downloads

Download data is not yet available.

References

Aldrich, J. H., & Nelson, F. D. (1984). Linear probability, logit, and probit models (Nomor 45). Sage.

Alma, B. (2013). Manajemen Pemasaran Dan Pemasaran Jasa. Edisi Kelima cetakan Revisi, Bandung: Alfabeta.

Bei, L.-T., & Chiao, Y.-C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125–140.

Boakye, K. G., Blankson, C., & Prybutok, V. R. (2017). The battle for customer loyalty: An examination of customer loyalty in the goods and services domain. Quality Management Journal, 24(4), 21–34.

Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 36(2), 171–186.

Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462.

Chen, S.-C. (2012). The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators. Journal of retailing and consumer services, 19(2), 202–210.

Djumarno, S. A., & Djamaluddin, S. (2018). Effect of product quality and price on customer loyalty through customer satisfaction. International Journal of Business and Management Invention (IJBMI), 7(8), 12–20.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307–319.

Fandy, T., Chandra, G., & Adriana, D. (2012). Pemasaran strategik. Yogyakarta: Andi.

Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality–relationship quality–customer loyalty chain: An empirical study. Journal of Service Theory and Practice, 25(6), 744–776.

Gizaw, K. D., & Pagidimarri, V. (2013). The Direct and Indirect Influences of Service Quality on Customer Loyalty in Insurance Sector of Ethiopia-An Empirical Study. IPE Journal of Management, 3(2), 23.

Hoetker, G. (2007). The use of logit and probit models in strategic management research: Critical issues. Strategic management journal, 28(4), 331–343.

Hur, W.-M., Park, J., & Kim, M. (2010). The role of commitment on the customer benefits–loyalty relationship in mobile service industry. The Service Industries Journal, 30(14), 2293–2309.

Hussein, A. S. (2018). Revisiting the importance of casual dining experience quality: an empirical study. International Journal of Quality and Service Sciences.

Kareem Abdul, W. (2018). How do consumers react to price reduction of innovative products? An empirical investigation of price fairness perceptions of past purchase. Journal of Revenue and Pricing Management, 17(4), 276–290.

Kartikasari, A., & Albari, A. (2019). The influence of product quality, service quality and price on customer satisfaction and loyalty. Asian Journal of Entrepreneurship and Family Business, 3(1), 49–64.

Kaura, V., Durga Prasad, C. S., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International journal of bank marketing, 33(4), 404–422.

Lovelock, C. H., & Wright, L. (2016). Principles of service marketing and management. Prentice Hall.

Mattila, A. S., & O’Neill, J. W. (2003). Relationships between hotel room pricing, occupancy, and guest satisfaction: A longitudinal case of a midscale hotel in the United States. Journal of Hospitality & Tourism Research, 27(3), 328–341.

Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of marketing research, 10(4), 404–409.

Odekerken-Schroder, G., De Wulf, K., Kasper, H., Kleijnen, M., Hoekstra, J., & Commandeur, H. (2001). The impact of quality on store loyalty: a contingency approach. Total Quality Management, 12(3), 307–322.

Philip, K., & Kevin, K. (2016). Manajemen Pemasaran Edisi 12. Jilid Pertama dan Kedua. Jakarta: PT. Indeks.

Rua, S., de Sousa Saldanha, E., & Amaral, A. M. (2020). Examining the Relationships among Product Quality, Customer Satisfaction and Loyalty in the Bamboo Institute, Dili, Timor-Leste. Timor Leste Journal of Business and Management, 2, 33–44.

Somalua, R., & Siregar, R. (2022). The Effect Of Product Quality And Product Innovation On Consumer Loyalty In Fizzul Putra Mandiri Convection, Jombang Regency. Marginal: Journal Of Management, Accounting, General Finance And International Economic Issues, 1(2), 43–52.

Sriwulandari, T., & Ramadhan, R. A. (2022). The Influence of Food Product Quality andService Quality on Purchase Decisions at 8Bars Resto & Bar Bekasi City. Jurnal Pendidikan Tata Boga dan Teknologi, 3(3), 89–99.

Suwarno, B. (2021). Customer-based brand equity, product quality, price and customer loyalty in electronic industry of refrigerator. International Journal of Science, Technology & Management, 2(6), 2143–2154.

Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of service research, 3(3), 232–240.