Digital Marketing, Persepsi Harga, dan Citra Merek terhadap Kepuasan Konsumen
Abstract
This study aims to analyze the effect of digital marketing, price perceptions, and brand image on the level of customer satisfaction at the Kopi Kenangan coffee shop. The method in this study uses quantitative research methods. The sampling technique used is purposive sampling method. The sample used in this study were consumers at the Kopi Kenangan coffee shop in Semarang City with the number of respondents collected as many as 118 respondents and 18 respondents were discarded because they did not meet the required sample requirements, so that in this study the respondents who were accepted and continued in testing were as many as 100 respondent data. The data in this study were processed using SPSS version 19. The research results showed, a) the digital marketing variable on consumer satisfaction has a significance value of 0.000 <0.05 and a beta value of 0.349 (positive); b) the price perception variable on consumer satisfaction has a significance value of 0.000 <0.05 and a beta value of 0.414 (positive); c) brand image variable on consumer satisfaction has a significance value of 0.037 <0.05 and a beta value of 0.166 (positive). In conclusion, digital marketing, price perceptions, and brand image partially have a significant and positive effect on customer satisfaction at the Kopi Kenangan coffee shop in Semarang City.
Keywords: Brand Image, Digital Marketing, Consumer Satisfaction, Perceived Price
References
Chaffey, D. F. E. C. (2016). Digital Marketing Strategy, Implementation and Practice, (6th ed.). United Kingdom: Pearson Education Limited
Dahlan, D. A., & Riva’i, A. R. (2022). Pengaruh Social Media Marketing Activities (SMMA) terhadap Brand Equity serta Dampaknya pada E-WOM dan Komitmen Relasional. Jurnal Ilmiah Akuntansi dan Keuangan, 4(3), 1609-1623. https://doi.org/10.32670/fairvalue.v4iSpesial%20Issue%203.889
Fadhli, K., & Pratiwi, N. D. (2021). Pengaruh Digital Marketing, Kualitas Produk, dan Emosional terhadap Kepuasan Konsumen Poskopi ZIO Jombang. Jurnal Inovasi Penelitian, 2(2), 603–612. https://stp-mataram.e-journal.id/JIP/article/view/684
Firmansyah, A. (2019). Buku Pemasaran Produk dan Merek. Publisher: CV. Penerbit Qiara Media
Indrasari, D. M. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press
Inkiriwang, M. V., Ogi, J. W. I., & Djelmy, W. (2022). Pengaruh Digital Marketing terhadap Kepuasan Konsumen Pinky Kitty Shop Tondano the Influence of Digital Marketing , Product Quality and Emotional on Consumer Satisfaction of Pinky Kitty Shop Tondano. Jurnal EMBA, 10(3), 587–596. https://doi.org/10.35794/emba.v10i3.42488
Jin, N., Lee, S., & Huffman, L. (2012). Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation. Journal of Travel and Tourism Marketing, 29(6), 532–551. https://doi.org/10.1080/10548408.2012.701552
Kotler, P., & Keller, K. (2009). Manajemen Pemasaran, (13th ed.). Jakarta: PT. Gelora Aksara Pratama
Muhammad, F., & Febriatmoko, B. (2022). Pengaruh Diferensiasi Produk, Persepsi Harga, Kualitas Layanan dan Kualitas Produk terhadap Kepuasan Konsumen. Jurnal Manajemen, 14(2), 2022–2263. https://doi.org/10.29264/jmmn.v14i2.11110
Palelu, D. R. G., Tumbuan, W. J. F. T., & Jorie, R. J. (2022). Pengaruh Persepsi Harga dan Kualitas Pelayanan terhadap Kepuasan Konsumen Kamsia Boba di Kota Lawang. Emba, 10(1), 68–77. https://doi.org/10.35794/emba.v10i1.37534
Wijaya, F. S., & Hidayati, R. (2020). Analisis Pengaruh Citra Merek, Kewajaran Harga, dan Lingkungan Fisik terhadap Kepuasan Konsumen pada Tower Cafe Tembalang. Diponegoro Journal of Management, 9(3), 1–14. https://ejournal3.undip.ac.id/index.php/djom/article/view/30337
Wulan, K., & Alimuddin, R. R. (2016). Pengaruh Kualitas Layanan, Kompetensi Tenaga Penjualan, Persepsi Harga, dan Variasi Produk terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Empiris pada PT. Libera Farma Semarang). Kinerja Perbankan, Bisnis dan Ekonomi Indonesia, 1(1), 1–17. https://www.unisbank.ac.id/ojs/index.php/fe10/article/view/5602
