Niat Beli Ulang Generasi Milenial Masa Pandemi Covid-19: Peran Desain Produk, Citra Merek dan Persepsi Harga pada Produk Pakaian
Abstract
This study aims to analyze the effect of product design, brand image, price perception on satisfaction and repurchase intentions for millennial generation apparel products during the Covid-19 pandemic. The research was conducted on 209 consumers using purposive sampling, data were collected through questionnaires, validity and reliability tests were carried out and data were analyzed with SEM WarpPLS. The results showed that product design, brand image and price perception have a significant positive effect on satisfaction and repurchase intentions. Satisfaction mediates the relationship between product design, brand image, price perception and repurchase intention. Product design has a stronger relationship with repurchase intentions. The results of the study can help increase the purchase of clothing products through strategic marketing management that focuses on product design, pricing strategy and brand image.
References
Aaker, D. A. (2018). Manajemen Ekuitas Merek. Mitra Utama.
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192.
Ahmada, A. S., Arifin, R., & Normaladewi, A. (2021). Pengaruh influencer marketing, brand image, product design, product quality terhadap purchase intention di masa pandemi Covid-19 (Studi kasus pada brand Erigo di Kota Malang). Institusional Repository Universitas Islam Malang. http://repository.unisma.ac.id/handle/123456789/3629.
Aji, I. (2019). Pengaruh kualitas produk dan harga terhadap niat beli ulang dengan kepuasan sebagai variabel intervening (Studi pada pelanggan teh RTD merek teh gelas Fengan kemasan botol di Indomaret Kecamatan Gubeng), Jurnal Ilmu Manajemen, 7(2), 281–290. https://doi.org/10.26740/jim.v7n2.
Asadi, A., Pool, J. K., & Jalilvand, M. R. (2014). The effect of perceived price fairness through satisfaction and loyalty on international tourists’ price acceptance of Islamic-Iranian art products. Education, Business and Society: Contemporary Middle Eastern Issues, 7(4), 201-215. https://doi.org/10.1108/EBS-10-2013-0045.
Cassia, F., Cobelli, N., & Ugolini, M. (2017). The effects of goods-related and service-related B2B brand images on customer loyalty, Journal of Business & Industrial Marketing, 32(5), 722-732. https://doi.org/10.1108/JBIM-05-2016-0095.
Chairunnisa, C. (2018). The effectof brand image and quality of educationalservices on customer satisfaction. Jurnal Manajemen, 22(3), 325-339. https://doi.org/10.24912/jm.v22i3.425.
Chrimes, C., Boardman, R., Vignali, G., & McCormick, H. (2022). Investigating how online fashion product page design affects the consumer's clothing fit appraisal. Journal of Consumer Behaviour, 21(6), 1253-1539. https://doi.org/10.1002/cb.2100.
Erkmen, E., & Hancer, M. (2019). Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469-1487. https://doi.org/10.1108/IJCHM-08-2017-0516.
Ghali-Zinoubi, Z., & Toukabri, M. (2019). The antecedents of the consumer purchase intention: Sensitivity to price and involvement in organic product: Moderating role of product regional identity. Trends in Food Science & Technology, 90, 175-179. https://doi.org/10.1016/j.tifs.2019.02.028.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Han, H., & Hyun, S. S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20–29. https://doi.org/10.1016/j.tourman.2014.06.003.
Handayani, I. (2020). Brand fashion lokal pikat konsumen di masa pandemi. www.beritasatu.com, edisi Selasa 10 November. https://www.beritasatu.com/news/696873/brand-fashion-lokal-pikat-konsumen-di-masa-pandemi.
Hashem, T. N. (2020). Examining the influence of COVID 19 pandemic in changing customers; Orientation towards e-shopping. Modern Applied Science, 14(8), 59-76. https://doi.org/10.5539/mas.v14n8p59.
Hashmi, H. B. A., Shu, C., Haider, S. W., Khalid, A., & Munir, Y. (2021). Bridging the gap between product design and customer engagement: Role of self-determined needs satisfaction. SAGE Open, 11(4), 1-15. https://doi.org/10.1177/21582440211056598.
Hosseini, S. H. K., & Behboudi, L. (2017). Brand trust and image: Effects on customer satisfaction. International Journal of Health Care Quality Assurance, 30(7), 580-590. https://doi.org/10.1108/IJHCQA-04-2016-0054.
Hsu, C.-L., Chen, Y.-C., Yang, T.-N., Lin, W.-K., & Liu, Y.-H. (2018). Does product design matter? Exploring its influences in consumers’ psychological responses and brand loyalty. Information Technology & People, 31(3), 886-907. https://doi.org/10.1108/ITP-07-2017-0206.
Iglesias, M. P., & Guillén, M. J. Y. (2004). Perceived quality and price: Their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6), 373-379. https://doi.org/10.1108/09596110410550824.
Illescas-Manzano, M., Martínez-Puertas, S., & Sánchez-Pérez, M. (2022). The power of price and quality to explain customer satisfaction through spatial analysis. In Contemporary Approaches Studying Customer Experience in Tourism Research, Jaziri, D. and Rather, R.A. (Ed.), 245-265. Emerald Publishing Limited. https://doi.org/10.1108/978-1-80117-632-320221024.
Jiang, P., & Rosenbloom, B. (2005). Customer intention to return online: Price perception, attribute-level performance, and satisfaction unfolding over time. European Journal of Marketing, 39(1/2), 150-174. https://doi.org/10.1108/03090560510572061.
Kaura, V., Prasad, C. S. D., & 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. https://doi.org/10.1108/IJBM-04-2014-0048.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50(September), 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005.
Kotler, P. (2013). Marketing management. Close Book Publishing.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education Limited.
Kotler, P. & Amstrong, G. (2016). Principles of marketing. Pearson Education Limited.
Kusnandar., Suroso, I., & Prasodjo, A. (2015). Pengaruh citra merek dan kesadaran label halal produk kosmetik La Tulipe terhadap minat beli konsumen di Kota Banyuwangi. Karya Ilmiah. Fakultas Ekonomi Universitas Jember.
Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A study of brand image towards customer’s satisfaction in the Malaysian hotel industry. Procedia - Social and Behavioral Sciences, 224, 149–157. https://doi.org/10.1016/j.sbspro.2016.05.430.
Lee, S. M., & Lee, D. H. (2021). Opportunities and challenges for contactless healthcare services in the post-COVID-19 era. Technological Forecasting and Social Change, 167, 1-10. https://doi.org/10.1016/j.techfore.2021.120712.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005.
Ma, N., Kim, J., & Lee, J. H. (2022). Exploring personalized fashion design process using an emotional data visualization method. Fash Text, 9(44), 1-15. https://doi.org/10.1186/s40691-022-00321-9.
Mahodim, M., Fajriah, Y., & Wahyudi, W. (2020). Pengaruh harga dan citra merek terhadap keputusan pembelian mobil merek Expander. Jurnal Mirai Management, 5(2), 652-663. https://doi.org/10.37531/mirai.v5i2.998.
Manson, G. A., Calvert, J. S., Ling, J., Tychhon, B., Ali, A., & Sayenko, D. G. (2020). The relationship between maximum tolerance and motor activation during transcutaneous spinal stimulation is unaffected by the carrier frequency or vibration. Physiological Reports, 8(5), 1-10. https://doi.org/10.14814/phy2.14397.
Nazari-Shirkouhi, S., Keramati, A., & Rezaie, K. (2015). Istraživanja učinaka upravljanja odnosa s kupcima i upravljanja odnosa s dobavljačima na razvoj novog proizvoda. Tehnicki Vjesnik, 22(1), 191–200. https://doi.org/10.17559/TV-20140623130536.
Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204. https://doi.org/10.1108/IJRDM-03-2012-0034.
Peter, J. P., & Olson, J. C. (2014). Perilaku konsumen dan strategi pemasaran. Edisi Sembilan, Buku 2. Penerbit Salemba Empat.
Prasetio, A, (2012). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan. Management Analysis Journal, 1(2), 1-8. https://doi.org/10.15294/maj.v1i1.497.
Putri, K. A. M. A., & Yasa, N. N. K. (2022). The role of customer satisfaction as mediating variable on the effect of brand image towards coffee shop customer’s repurchase intention. European Journal of Business and Management Research, 7(2), 149–154. https://doi.org/10.24018/ejbmr.2022.7.2.1271.
Ranjbarian, B., Sanayei, A., Kaboli, M. R., & Hadadian, A. (2012). An analysis of brand image, perceived quality, customer satisfaction and re-purchase intention in Iranian department stores. International Journal of Business and Management, 7(6), 40-48. https://doi.org/10.5539/ijbm.v7n6p40.
Ruswanti, E., Herlambang, B., & Januarko, M. U. (2016). The effect of brand, design, and price on intention to purchase mediated by quality perception at sport shoes X. Journal of Economics, Business & Accountancy Ventura, 19(2), 249-258. https://doi.org/10.14414/jebav.v19i2.458.
Ryu, K., Lee, H., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. https://doi.org/10.1108/09596111211206141.
Sabir, S. S. (2020). Does product design stimulate customer satisfaction? Mediating role of affect. Asia Pacific Journal of Marketing and Logistics, 32(6), 1255–1268. https://doi.org/10.1108/APJML-03-2019-0216.
Saputra, S., & Sudarsa, R. Y. (2019). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan di Grand Setiabudi Hotel & Apartment. Jurnal Bisnis dan Pemasaran, 9(2), 21-31. http://ejurnal.poltekpos.ac.id/index.php/promark/article/view/576.
Sari, R. K., & Hariyana, N. (2019). Pengaruh harga, kualitas pelayanan dan kualitas produk terhadap minat pembelian ulang dan kepuasan pelanggan online shopping pada remaja di Situbondo. Jurnal Bisnis dan Manajemen, 6(2), 107-116. https://doi.org/10.26905/jbm.v6i2.3674.
Satito, B. P. H. (2022). Kiat Erigo bertahan dan memperkuat penjualan di masa pandemi. www.fortuneidn.com, edisi 12 August. https://www.fortuneidn.com/business/bayu/kunci-erigo-bertahan-dan-makin-kuat-di-masa-pandemi.
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer behavior. Pearson Education Limited.
Seva, R. R., Gosiaco, K. G. T., Santos, M. C. E. D., & Pangilinan, D. M. L. (2011). Product design enhancement using apparent usability and affective quality. Applied Ergonomics, 42(3), 511–517. https://doi.org/10.1016/j.apergo.2010.09.009.
Shen, Y., & Ahmad, R. (2022). The influence of brand image and favorability toward citizens in a product’s country of origin on product evaluation: Moderating effects of switching costs. Frontiers in Psychology, 13(740269). https://doi.org/10.3389/fpsyg.2022.740269.
Shimp, T. A. (2014). Komunikasi pemasaran terpadu dalam periklanan dan Promosi. Salemba Empat.
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis. CV. Andi Offset.
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif dan R&D. Alfabeta.
Susanti, I., & Handayati, R. (2021). Pengaruh kualitas produk, harga dan promosi terhadap minat beli produk batik jetis di Sidoarjo. Jurnal Ilmiah Edunomika, 5(2), 842-849. http://dx.doi.org/10.29040/jie.v5i2.2748.
Tran, P. K. T., Nguyen, V. K., & Tran, V.T. (2021). Brand equity and customer satisfaction: A comparative analysis of international and domestic tourists in Vietnam. Journal of Product & Brand Management, 30(1), 180-194. https://doi.org/10.1108/JPBM-08-2019-2540.
Tjiptono, F. (2014). Pemasaran jasa – Prinsip, penerapan, dan penelitian. Andi Offset.
Uzir, M. U. H., Jerin, I., al Halbusi, H., Hamid, A. B. A., & Latiff, A. S. A. (2020). Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon, 6(12), 1-19. https://doi.org/10.1016/j.heliyon.2020.e05710.
Widjanarko, G. L., & Harsono, S. (2019). Kesadaran merek, citra merek, persepsi terhadap kualitas dan pengaruhnya terhadap niat beli sepeda motor Honda Vario di Surabaya. Journal of Business & Banking, 9(1), 19-35. https://doi.org/10.14414/jbb.v9i1.1648.
Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775–5784. https://doi.org/10.1016/j.jbusres.2016.04.174.
Yun, J. H., Rosenberger, P. J., & Sweeney, K. (2021). Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement. Asia Pacific Journal of Marketing and Logistics, 33(3), 755-782. https://doi.org/10.1108/APJML-07-2019-0444.
Copyright (c) 2023 Soni Harsono, Muhamad Ferdian Hadi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
