PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP PERPINDAHAN MEREK DENGAN MEDIASI KETIDAKPUASAN PELANGGAN

Yuni Hestiana, Syahran Syahran, Erick Kurnia, Tinik Sugiarti

Abstract


Persaingan pada pasar produk pembersih rumah tangga terus meningkat seiring dengan bertambahnya jumlah merek, variasi kualitas, dan perbedaan harga yang dirasakan konsumen. Pada tingkat global dan nasional, konsumen semakin rasional dalam mengevaluasi manfaat produk dibandingkan dengan biaya yang dikeluarkan. Dalam konteks wilayah perbatasan Kalimantan Utara, keterbatasan distribusi, variasi daya beli, serta dominasi merek tertentu membentuk pola konsumsi yang berbeda dari wilayah perkotaan. Kondisi ini meningkatkan potensi ketidakpuasan pelanggan dan mendorong terjadinya perilaku perpindahan merek. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan persepsi harga terhadap perilaku perpindahan merek pada produk pembersih rumah tangga dengan memasukkan ketidakpuasan pelanggan sebagai variabel mediasi di wilayah perbatasan Kalimantan Utara. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap konsumen produk pembersih rumah tangga. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares. Analisis ini menguji pengaruh langsung kualitas produk dan persepsi harga terhadap perpindahan merek, serta pengaruh tidak langsung melalui ketidakpuasan pelanggan sebagai variabel mediasi. Hasil penelitian menunjukkan bahwa kualitas produk dan persepsi harga berpengaruh signifikan terhadap ketidakpuasan pelanggan dan perilaku perpindahan merek. Ketidakpuasan pelanggan berperan sebagai mediator yang menjelaskan hubungan antara kualitas produk dan persepsi harga dengan perpindahan merek. Temuan ini memperkuat posisi ketidakpuasan sebagai mekanisme penting dalam perilaku konsumen dan memberikan implikasi praktis bagi perusahaan untuk merancang strategi kualitas dan harga yang sesuai dengan karakteristik konsumen di wilayah perbatasan. Keywords: kualitas produk, persepsi harga, ketidakpuasan pelanggan, perpindahan merek, Kalimantan Utara.

Keywords


Kualitas Produk; Persepsi Harga; Ketidakpuasan Pelanggan; Perpindahan Merek; Produk Pembersih Rumah Tangga

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