Bagaimana Kualitas Produk, Harga dan Promosi Meningkatkan Kepuasan Pelanggan pada Industri Rokok Golden Taste 88
Abstract
ABSTRACT
The cigarette industry is one industry that can contribute to PAD. Increasing competition in all lines of business means that the cigarette industry must also be able to determine marketing strategies in order to survive in business. The aim of this research is to determine the impact of product quality, price and promotion on customer satisfaction among consumers who consume Golden Taste 88 cigarettes. The population in this research is consumers who use Golden Taste 88 cigarettes in Bondowoso, East Java. The number of samples was determined at 100 respondents. To answer the proposed hypothesis, multiple linear regression analysis was used. After carrying out analysis using various analytical tools, the results of this research are: the quality of Taste 88 Cigarette products has succeeded in providing increased customer satisfaction. The prices set by Taste 88 Cigarettes can increase customer satisfaction. Promotions carried out by Taste 88 cigarettes can provide customer satisfaction.
Keywords: Customer Satisfaction, Product Quality; Price; Promotion.
References
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———. 2016. Marketing Adactive Strategy. Jember: Cahaya Ilmu. https://www.researchgate.net/publication/326623130_MARKETING_ADACTIVE_STRATEGY.
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Sujadi, Tutut Paradhiba, and Wahyono Wahyono. 2015. “Pengaruh Inovasi Dan Kualitas Produk Terhadap Loyalitas Konsumen Teh Botol Sosro Dengan Kepuasan Sebagai Variabel Intervening.” Management Analysis Journal 4(4): 326–32.
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Swastha, Basu. 2016. Azas-Azas Marketing, Edisi 3. Yogyakarta: Liberty.
Tjiptono, Fandy, and Gregorius Candra. 2012. Pemasaran Strategik. Yogyakarta: Andi.
Wedarini, Ni. 2013. “Pengaruh Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan Telkom Flexi.” E-Jurnal Manajemen Universitas Udayana 2(5): 243526.
Wibowo, Yohanes Gunawan, Reri Herawati Wulandari, and Nurul Qomariah. 2021. “Impact of Price , Product Quality , and Promotion on Consumer Satisfaction in Cosmetics and Skincare.” Journal of Economics, Finance and Management Studies 4(07): 978–86.
Yanuar, Masnia Mahardi, Nurul Qomariah, and Budi Santoso. 2017. “Dampak Kualitas Produk, Harga, Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Optik Marlin Cabang Jember.” Jurnal Manajemen dan Bisnis Indonesia 3(1): 61–80.
Yulisetiarini, Diah, and Yongky Ade Prahasta. 2019. “The Effect of Price, Service Quality, Customer Value, and Brand Image on Customers Satisfaction of Telkomsel Cellular Operators in East Java Indonesia.” International Journal of Scientific and Technology Research 8(3): 5–9. https://www.google.com/url?client=internal-element-cse&cx=015665522297807158791:e4ankvq01v0&q=http://www.ijstr.org/final-print/mar2019/The-Effect-Of-Price-Service-Quality-Customer-Value-And-Brand-Image-On-Customers-Satisfaction-Of-Telkomsel-Cellular-Opera.
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Ariska, Viky, Nurul Qomariah, and Bayu Wijayanti. 2020. “The Impact of Service Quality, Price, Products, and Trust on ‘Kober Mie Setan’ Consumer Satisfaction.” International Journal of Scientific and Technology Research 9(4): 1782–85.
Budiyono, Rokhmad, Sarbullah, and Arini Novandalina. 2022. “Pengaruh Kualitas Pelayanan, Harga Dan Kepercayaan Terhadap Kepuasan Pelanggan Cherry Pet Shop Purwokerto.” JURNAL INFOKAM Vol. 18(1): 9–25.
Chaerudin, Satria Mulia, and Afriapoll Syafarudin. 2021. “The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction.” Ilomata International Journal of Tax and Accounting 2(1): 61–70.
Dewi kurniawati, Kusumawati suharyono. 2014. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan.” Jurnal Administrasi Bisnis 14(2): 1–9. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/583.
Dimyati, Muhammad, and N Ari Subagio. 2016. “Impact of Service Quality, Price, and Brand on Loyalty with the Mediation of Customer Satisfaction on Pos Ekspres in East Java.” Mediterranean Journal of Social Sciences MCSER Publishing 7(4): 2039–9340.
Fahrurrozi, Achmad, Yusron Rozzaid, and Nurul Qomariah. 2020. “Efforts to Increase Retail Customer Satisfaction.” SSRG International Journal of Economics and Management Studies (SSRG-IJEMS) 7(7): 25–31. https://www.internationaljournalssrg.org/IJEMS/paper-details?Id=655.
Hakim, Lukman Nuzul. 2021. “Effect of Product Quality and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervenning Variables.” Economit Journal: Scientific Journal of Accountancy, Management and Finance 1(1): 48–56.
Iriyanti, Emik, Nurul Qomariah, and Akhmad Suharto. 2016. “PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING PADA DEPOT MIE PANGSIT JEMBER.” Jurnal Manajemen Dan Bisnis Indonesia 2(1).
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Kotler, D A, and G Armstrong. 2010. “Principles Of Marketing Edisi Tiga Belas.” United States Of America.
Kotler, Philip. 2019. Manajemen Pemasaran (Marketing Management). Edisi 13. USA: Prentice Hall Inc.
Kotler, Philip, and Kevin Lane Keller. 2016. Marketing Management 15e. New Jersey: Person Prentice Hall, Inc.
Lenzun, Jessica J., James D.D Massie, and Decky Adare. 2014. “Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Kepuasan Pelanggan Kartu Prabayar Telkomsel.” Jurnal EMBA 2(3): 1237–45.
Lupiyoadi, Rambat. 2013. Manajemen Pemasaran. Jakarta: Salemba Empat.
Mahendra, Ardhian Hadi, Diah Yulisetiarini, and Arie N. Subagio. 2019. “The Role of Price, Promotion, and Viral Marketing in Improving Swiwings Chicken’s Customer Satisfaction.” International Journal of Scientific and Technology Research 8(8): 1510–14. https://www.ijstr.org/final-print/aug2019/The-Role-Of-Price-Promotion-And-Viral-Marketing-In-Improving-Swiwings-Chickens-Customer-Satisfaction.pdf.
Mahsyar, Syariful, and Untung Surapati. 2020. “Effect of Service Quality and Product Quality on Customer.” International Journal of Economics, Business and Accounting Research (IJEBAR) 4(1): 204–11.
Maskur, Muhammad, Nurul Qomariah, and Nursaidah. 2016. “Analisis Pengaruh Kualitas Pelayanan, Harga, Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Kasus Pada Bengkel Mobil Larasati Lumajang).” Jurnal Sains Manajemen & Bisnis Indonesia VI(2): 212–21.
Munisih, Siti, and Euis Soliha. 2015. “Pengaruh Kualitas Produk Terhadap Nilai Pelanggan Dan Kepuasan Pelanggan Dan Dampaknya Pada Loyalitas Pelanggan Apotek Dela Semarang.” Prosiding Seminar Nasional & Call for Paper. Fakultas Ekonomika dan Bisnis Universitas STIKUBANK Semarang 2(1): 1–16.
Naini, Nurul Fitrianis et al. 2022. “The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty.” Journal of Consumer Sciences 7(1): 34–50.
Nikmah, Hairun, Arik Susbiyani, Ni Nyoman Putu Martini, and Nurul Qomariah. 2022. “The Role of Price , Promotion And Quality Of Service in Improving Honda Motorcycle Customer Satisfaction and Loyalty.” SSRG International Journal of Economics and Management Studies 9(1): 14–23. https://www.internationaljournalssrg.org/IJEMS/paper-details?Id=920.
Purnamasari, Maulida, and Agung Budiatmo. 2019. “Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pengunjung Dengan Keputusan Pengunjung Sebagai Variabel Intervening Pada Objek Wisata Candi Borobudur Kabupaten Magelang.” Ilmu Administrasi Bisnis 8(3): 1–8. https://ejournal3.undip.ac.id/index.php/jiab/article/view/24022.
Pusparani, P., and N. Rastini. 2014. “Pengaruh Kualitas Produk Dan Brand Image Terhadap Kepuasan Konsumen Dan Loyalitas Pelanggan Kamera Canon Digital Single Lens Reflex (Dslr) Di Kota Denpasar.” E-Jurnal Manajemen Universitas Udayana 3(5): 255333.
Putro, SW, H Semuel, and RK Brahmana. 2014. “Pengaruh Kualitas Layanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Dan Loyalitas Konsumen Restoran Happy Garden Surabaya.” Jurnal Manajemen Pemasaran 2(1): 1–9. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1404.
Qomariah, Nurul. 2011. “FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN MENABUNG DI BANK SYARIAH (Studi Kasus Pada Bank Syariah Mandiri Cabang Jember).” JEAM X(1): 30–42. https://jurnal.unej.ac.id/index.php/JEAM/article/view/1206/969.
———. 2016. Marketing Adactive Strategy. Jember: Cahaya Ilmu. https://www.researchgate.net/publication/326623130_MARKETING_ADACTIVE_STRATEGY.
Qomariah, Nurul, Mohammad Krisna Murti Pangestu, Toni Herlambang, and Ni Nyoman Putu. 2021. “The Role of Promotion and Service Quality in Increasing Consumer Satisfaction and Loyalty in Pawnshops.” Journal of Economics, Finance and Management Studies 4(10): 1948–60.
Rosalina, Mela, Nurul Qomariah, and Maheni Ika Sari. 2019. “Dampak Promosi , Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Oppo Smartphone.” Jurnal Penelitian IPTEKS 4(2): 161–74.
Sanosra, Abadi, Eko Budi Satoto, Tomi Ismanto, and Nurul Qomariah. 2022. “Impact of Service Quality and Promotion on Satisfaction and Loyalty of Visitors to Red Island Tourism Destinations Banyuwangi.” Quest Journals Journal of Research in Business and Management 10(2): 78–86.
Setiawan, Heri, Maria Magdalena Minarsih, and Azis Fathon. 2016. “Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Dengan Kepuasan Sebagai Variabel Intervening ( Studi Kasus Pada Nasabah Koperasi Rejo Agung Sukses Cabang Ngaliyan ).” Journal Of Management, 2(2). http://jurnal.unpand.ac.id/index.php/MS/article/view/492/478.
Setyaningsih, Sri, and Murwatiningsih. 2017. “Pengaruh Motivasi, Promosi Dan Citra Destinasi Pada Kepuasan Pengunjung Melalui Keputusan Pengunjung.” Management Analysis Journal 6(2): 123–33. https://journal.unnes.ac.id/sju/index.php/maj/article/view/5579.
Setyawati, Widya Agustin, Muhammad Rifai, and Chyo Sasmito. 2018. “Pengaruh Kualitas Pelayanan , Fasilitas , Harga Dan Citra Institusi Terhadap Kepuasan Pasien.” Madani, Jurnal Politik dan Sosial kemasyarakatan 10(2): 50–63.
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.
Sujadi, Tutut Paradhiba, and Wahyono Wahyono. 2015. “Pengaruh Inovasi Dan Kualitas Produk Terhadap Loyalitas Konsumen Teh Botol Sosro Dengan Kepuasan Sebagai Variabel Intervening.” Management Analysis Journal 4(4): 326–32.
Susilo, Heri, Andi Tri Haryono, and Moh Mukery. 2018. “Analisis Pengaruh Harga, Kualitas Pelayanan, Promosi, Dan Kepercayaan Terhadap Kepuasan Konsumen Dengan Keputusan Berkunjung Sebagai Variabel Intervening Di Hotel Amanda Hills Bandungan.” Journal of Management 4(4): 1–20. http://jurnal.unpand.ac.id/index.php/MS/article/view/989.
Swastha, Basu. 2016. Azas-Azas Marketing, Edisi 3. Yogyakarta: Liberty.
Tjiptono, Fandy, and Gregorius Candra. 2012. Pemasaran Strategik. Yogyakarta: Andi.
Wedarini, Ni. 2013. “Pengaruh Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan Telkom Flexi.” E-Jurnal Manajemen Universitas Udayana 2(5): 243526.
Wibowo, Yohanes Gunawan, Reri Herawati Wulandari, and Nurul Qomariah. 2021. “Impact of Price , Product Quality , and Promotion on Consumer Satisfaction in Cosmetics and Skincare.” Journal of Economics, Finance and Management Studies 4(07): 978–86.
Yanuar, Masnia Mahardi, Nurul Qomariah, and Budi Santoso. 2017. “Dampak Kualitas Produk, Harga, Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Optik Marlin Cabang Jember.” Jurnal Manajemen dan Bisnis Indonesia 3(1): 61–80.
Yulisetiarini, Diah, and Yongky Ade Prahasta. 2019. “The Effect of Price, Service Quality, Customer Value, and Brand Image on Customers Satisfaction of Telkomsel Cellular Operators in East Java Indonesia.” International Journal of Scientific and Technology Research 8(3): 5–9. https://www.google.com/url?client=internal-element-cse&cx=015665522297807158791:e4ankvq01v0&q=http://www.ijstr.org/final-print/mar2019/The-Effect-Of-Price-Service-Quality-Customer-Value-And-Brand-Image-On-Customers-Satisfaction-Of-Telkomsel-Cellular-Opera.
Yuyun Mardiyani, Murwatiningsih. 2015. “Pengaruh Fasilitas Dan Promosi Terhadap Kepuasan Pengunjung Melalui Keputusan Berkunjung Sebagai Variabel Intervening Pada Objek Wisata Kota Semarang.” Management Analysis Journal 4(1): 65–75.
Published
2024-01-27
Section
Articles
Copyright (c) 2024 Nurul Qomariah, Adinda Jennifer Pardede, Ibrahim Kamil, Nadia Asalia, Siti Nurbayani
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
