ANALISIS PENGARUH TRUST, PRICE, BRAND IMAGE, SERVICE QUALITY, DAN CUSTOMER SATISFACTION TERHADAP PURCHASE INTENTION PELANGGAN KEDAI MINUMAN BOBA
DOI:
https://doi.org/10.21009/communications.4.1.3Keywords:
Trust, Price, Brand Image, Customer Satisfaction, Service Quality, Purchase IntentionAbstract
This research was conducted to examine what influences the purchase intention of customers when buying a boba drink product "Chatime". This study uses the variabels of trust, price, brand image, service quality, and purchase intention to measure. The study was conducted in Jakarta on October 14-30, 2021. The data was collected using a questionnaire distributed online using a purposive sampling technique and obtained a sample of 204 pesertats, consisting of 70 men and 134 women. The data were processed using exploratory factor analysis and structural equation models. The results showed that not all variabels resulted in a positive relationship. So, it can be concluded that service quality affects customer satisfaction and customer satisfaction affect purchase intention positively and significantly. Meanwhile, brand image, price, and trust have a negative and low influence on customer satisfaction and purchase intention.
Penelitian ini dilakukan untuk menguji apa saja yang mempengaruhi niat pembelian pelanggan ketika membeli suatu produk minuman boba “Chatime”. Penelitian ini menggunakan variabel kepercayaan, harga, citra merek, kualitas layanan, dan niat membeli untuk mengukur. Penelitian dilakukan di Jakarta pada tanggal 14-30 Oktober 2021. Pengumpulan data menggunakan kuesioner yang disebar secara daring dengan teknik purposive sampling dan didapat sampel sebanyak 204 peserta, yang terdiri dari 70 orang pria dan 134 wanita. Data diolah menggunakan analisis faktor eksploratori dan model persamaan struktural. Hasil penelitian menunjukkan bahwa tidak semua variabel menghasilkan hubungan yang positif. Jadi, dapat disimpulkan bahwa kualitas layanan mempengaruhi kepuasan pelanggan dan keputusan pelanggan mempengaruhi niat beli secara positif dan signifikan. Sedangkan citra merek, harga, dan kepercayaan memiliki pengaruh negatif dan rendah terhadap kepuasan konsumen dan niat beli.
References
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Arslan, Muhammad, and Rashid Zaman. 2014. “Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan.” Research on Humanities and Social Sciences 4(22):98–106.
Bahraminasab, Ali. 2016. “Impact of Servqual Model Dimensions on Customer Satisfaction: Accounting View.” European Journal of Business and Management 8(19):61–70.
Barsky, Jonathan D., and Richard Labagh. 1992. “A Strategy for Customer Satisfaction.” Cornell Hotel and Restaurant Administration Quarterly 33(5):32–40. doi: 10.1177/001088049203300524.
Bennett, Rebekah, Janet McColl-Kennedy, and Leonard V Coote. 2000. “Trust, Commitment and Attitudinal Brand Loyalty: Key Constructs in Business-to-Business Relationships.” Proceedings of ANZMAC 2000 Conference: Visionary Marketing for the 21st Century: Facing the Challenge 21(1):88–92.
Chakrabarty, Subrata, Dwayne Whitten, and Ken Green. 2008. “Understanding Service Quality and Relationship Quality in IS Outsourcing: Client Orientation & Promotion, Project Management Effectiveness, and the Task-Technology-Structure Fit.” Journal of Computer Information Systems 48(2):1–15.
Chang, Tung Zong, and Albert R. Wildt. 1994. “Price, Product Information, and Purchase Intention: An Empirical Study.” Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science 22(1):16–27. doi: 10.1177/0092070394221002.
Chao, Ren-Fang, and Ping-Chu Liao. 2016. “The Impact of Brand Image and Discounted Price on Purchase Intention in Outlet Mall: Consumer Attitude as Mediator.” Source: The Journal of Global Business Management 12(2):119–28.
Dapas, Chendy Christy, Tigor Sitorus, Edi Purwanto, and John J. O. I. Ihalauw. 2019. “The Effect of Service Quality and Website Quality of Zalora.Com on Purchase Decision as Mediated by Purchase Intention.” Quality - Access to Success 20(169):87–92.
Elbeltagi, Ibrahim, and Gomaa Agag. 2016. “E-Retailing Ethics and Its Impact on Customer Satisfaction and Repurchase Intention: A Cultural and Commitment-Trust Theory Perspective.” Internet Research 26(1):288-310. doi: https://doi.org/10.1108/IntR-10-2014-0244.
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Gil, Mathew Thomas, and Jayanth Jacob. 2018. “The Relationship between Green Perceived Quality and Green Purchase Intention: A Three-Path Mediation Approach Using Green Satisfaction and Green Trust.” International Journal of Business Innovation and Research 15(3):301–19. doi: https://doi.org/10.1504/IJBIR.2018.089750.
Hermanda, Atika, Ujang Sumarwan, and Netti Tinaprillia. 2019. “The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention.” Journal of Consumer Sciences 4(2):76–89. doi: https://doi.org/10.29244/jcs.4.2.76-89.
Hsieh, Ming Huei, Shan Ling Pan, and Rudy Setiono. 2004. “Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis.” Journal of the Academy of Marketing Science 32(3):251–70.
Joudeh, J. M., and A. Dandis. 2018. “Service Quality, Customer Satisfaction and Loyalty in an Internet Service Providers.” International Journal of Business and Management 13(8):108–20. doi: http://dx.doi.org/10.5539/ijbm.v13n8p108.
Kandampully, Jay, and Dwi Suhartanto. 2000. “Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image.” International Journal of Contemporary Hospitality Management 12(6):346–51. doi: 10.1108/09596110010342559.
Keller, Kevin Lane. 1993. “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing 57(1):1. doi: 10.2307/1252054.
Khatoon, Sadia, Xu Zhengliang, and Hamid Hussain. 2020. “The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service Quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector.” SAGE Open 10(2):2158244020935887. doi: 10.1177/2158244020935887.
Khodadad Hosseini, Sayed Hamid, and Leila Behboudi. 2017. “Brand Trust and Image: Effects on Customer Satisfaction.” International Journal of Health Care Quality Assurance 30(7):580–90. doi: 10.1108/IJHCQA-04-2016-0054.
Kumrotin, Evi Laili, and Ari Susanti. 2021. “Pengaruh Kualitas Produk, Harga, Dan Kualitas Pelayanan Terhadap Keputusan Konsumen Pada Cafe KO.WE.COK Di Solo.” Jurnal Manajemen Indonesia 6(1):1–13. doi: https://doi.org/10.29103/j-mind.v6i1.4870.
Leninkumar, Vithya. 2017. “The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty.” International Journal of Academic Research in Business and Social Sciences 7(4):450–65. doi: 10.6007/IJARBSS/v7-i4/2821.
Liu, Haiying. 2021. “Perceived Value Dimension, Product Involvement and Purchase Intention for Intangible Cultural Heritage Souvenir.” American Journal of Industrial and Business Management 11(01):76. doi: https://doi.org/10.4236/ajibm.2021.111006.
Marpaung, Fenny Krisna, Markus Willy Arnold Simarmata, Asyifa Sofira, and Silvia Aloyna. 2021. “Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Indomie Pada PT. Alamjaya Wirasentosa Kabanjahe.” Jurnal Manajemen 1(1):49–64. doi: https://www.ejournal.lmiimedan.net/index.php/jm/article/view/134.
Mirza, Bilawal, and Muhammad Ali. 2017. “An Assessment of Relationship among Service Quality, Price Perception and Customer Satisfaction in the Formation of Consumer’s Purchase Intention.” Kuwait Chapter of the Arabian Journal of Business and Management Review 6(12):10–21. doi: 10.12816/0041751.
Moorman, Christine, Rohit Deshpande, and Gerald Zaltman. 1993. “Factors Affecting Trust in Market Research Relationships.” Journal Of Marketing 57(1):81–101. doi: https://doi.org/10.1177%2F002224299305700106.
Morgan, Robert M., and Shelby D. Hunt. 1994. “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58(3):23. doi: https://doi.org/10.1177%2F002224299405800302.
Pangkey, Violita, S. Lapian, and Ferdinand Tumewu. 2016. “The Analytical Hierarchy Process (AHP) of Consumer Purchase Decision in Selecting Bubble Tea Shop.” Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 4(2):323–31. doi: 10.35794/emba.v4i2.13043.
Parasuraman, A., Valarie A. Zeithaml, and L. Berry. 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” 1988 64(1):12–40.
Patterson, Maurice. 1999. “Re-Appraising the Concept of Brand Image.” Journal of Brand Management 6(6):409–26. doi: 10.1057/bm.1999.32.
Roudposhti, Vahid Mohseni, Mehrbakhsh Nilashi, Abbas Mardani, Dalia Streimikiene, Sarminah Samad, and Othman Ibrahim. 2018. “A New Model for Customer Purchase Intention in E-Commerce Recommendation Agents.” Journal of International Studies 11(4):237–53. doi: 10.14254/2071-8330.2018/11-4/17.
Ruslan, Arief. 2020. “Identitas Visual Milenial Dalam Merek Minuman Bubble Tea Di Tangerang Selatan.” Avant Garde 8(1):46. doi: 10.36080/ag.v8i1.983.
Setiawan, Heri, and A. Jalaludin Sayuti. 2017. “Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia.” IOSR Journal of Business and Management (IOSR-JBM) 19(5):31–40. doi: 10.9790/487X-1905033140.
Suchánek, Petr, Jiří Richter, and Maria Králová. 2015. “Customer Satisfaction, Product Quality and Performance of Companies.” Review of Economic Perspectives 14(4):329–44. doi: http://dx.doi.org/10.1515/revecp-2015-0003.
Waluya, Aris Insan, M. Ali Iqbal, and Rhian Indradewa. 2019. “How Product Quality, Brand Image, and Customer Satisfaction Affect the Purchase Decisions of Indonesian Automotive Customers.” International Journal of Services, Economics and Management 10(2):177–93.
Wang, Xuehua, and Zhilin Yang. 2008. “Does Country-of-Origin Matter in the Relationship between Brand Personality and Purchase Intention in Emerging Economies? Evidence from China’s Auto Industry.” International Marketing Review 25(4):458–74. doi: 10.1108/02651330810887495.
Wang, Ya-Hui, and Li-Yan Chen. 2016. “An Empirical Study of the Effect of Perceived Price on Purchase Intention Evidence from Low-Cost Carriers.” International Journal of Business and Social Science 7(4):97–107.
Wu, Paul C. S., Gary Yeong Yuh Yeh, and Chieh Ru Hsiao. 2011. “The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands.” Australasian Marketing Journal 19(1):30–39. doi: 10.1016/j.ausmj.2010.11.001.
Yuliantoro, Nonot, Vasco Goeltom, Juliana, Innocentius Bernarto, Rudy Pramono, and Agus Purwanto. 2019. “Repurchase Intention and Word of Mouth Factors in the Millennial Generation against Various Brands of Boba Drinks during the Covid 19 Pandemic.” African Journal of Hospitality, Tourism and Leisure 8(2):1–11.
Zehra, Syeda Jaazba, and Uroosa Arshad. 2019. “Brand Trust and Image: Effect on Customers’ Satisfaction.” Journal of Marketing and Logistics 2(1):50–64.
Ali, Arwidah, Affendy Abu Hassim, and Mohd Farid Shamsudin Farid. 2017. “Exploring Factors Attracting Purchase Intention of Imported Automobile among Consumers’ in Malaysia.” Asia Pacific Journal of Social Science Research-ABRN@ Sia 2(1):1–8.
Arslan, Muhammad, and Rashid Zaman. 2014. “Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan.” Research on Humanities and Social Sciences 4(22):98–106.
Bahraminasab, Ali. 2016. “Impact of Servqual Model Dimensions on Customer Satisfaction: Accounting View.” European Journal of Business and Management 8(19):61–70.
Barsky, Jonathan D., and Richard Labagh. 1992. “A Strategy for Customer Satisfaction.” Cornell Hotel and Restaurant Administration Quarterly 33(5):32–40. doi: 10.1177/001088049203300524.
Bennett, Rebekah, Janet McColl-Kennedy, and Leonard V Coote. 2000. “Trust, Commitment and Attitudinal Brand Loyalty: Key Constructs in Business-to-Business Relationships.” Proceedings of ANZMAC 2000 Conference: Visionary Marketing for the 21st Century: Facing the Challenge 21(1):88–92.
Chakrabarty, Subrata, Dwayne Whitten, and Ken Green. 2008. “Understanding Service Quality and Relationship Quality in IS Outsourcing: Client Orientation & Promotion, Project Management Effectiveness, and the Task-Technology-Structure Fit.” Journal of Computer Information Systems 48(2):1–15.
Chang, Tung Zong, and Albert R. Wildt. 1994. “Price, Product Information, and Purchase Intention: An Empirical Study.” Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science 22(1):16–27. doi: 10.1177/0092070394221002.
Chao, Ren-Fang, and Ping-Chu Liao. 2016. “The Impact of Brand Image and Discounted Price on Purchase Intention in Outlet Mall: Consumer Attitude as Mediator.” Source: The Journal of Global Business Management 12(2):119–28.
Dapas, Chendy Christy, Tigor Sitorus, Edi Purwanto, and John J. O. I. Ihalauw. 2019. “The Effect of Service Quality and Website Quality of Zalora.Com on Purchase Decision as Mediated by Purchase Intention.” Quality - Access to Success 20(169):87–92.
Elbeltagi, Ibrahim, and Gomaa Agag. 2016. “E-Retailing Ethics and Its Impact on Customer Satisfaction and Repurchase Intention: A Cultural and Commitment-Trust Theory Perspective.” Internet Research 26(1):288-310. doi: https://doi.org/10.1108/IntR-10-2014-0244.
Ganesan, Shankar. 1994. “Determinants of Long-Term Orientation in Buyer-Seller Relationships.” Journal of Marketing 58(2):1–19. doi: https://doi.org/10.1177%2F002224299405800201.
Gera, Rajat, Sanjiv Mittal, Dharminder Kumar Batra, and B. Prasad. 2017. “Evaluating the Effects of Service Quality, Customer Satisfaction, and Service Value on Behavioral Intentions with Life Insurance Customers in India.” International Journal of Service Science, Management, Engineering, and Technology 8(3):1–20. doi: 10.4018/IJSSMET.2017070101.
Gil, Mathew Thomas, and Jayanth Jacob. 2018. “The Relationship between Green Perceived Quality and Green Purchase Intention: A Three-Path Mediation Approach Using Green Satisfaction and Green Trust.” International Journal of Business Innovation and Research 15(3):301–19. doi: https://doi.org/10.1504/IJBIR.2018.089750.
Hermanda, Atika, Ujang Sumarwan, and Netti Tinaprillia. 2019. “The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention.” Journal of Consumer Sciences 4(2):76–89. doi: https://doi.org/10.29244/jcs.4.2.76-89.
Hsieh, Ming Huei, Shan Ling Pan, and Rudy Setiono. 2004. “Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis.” Journal of the Academy of Marketing Science 32(3):251–70.
Joudeh, J. M., and A. Dandis. 2018. “Service Quality, Customer Satisfaction and Loyalty in an Internet Service Providers.” International Journal of Business and Management 13(8):108–20. doi: http://dx.doi.org/10.5539/ijbm.v13n8p108.
Kandampully, Jay, and Dwi Suhartanto. 2000. “Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image.” International Journal of Contemporary Hospitality Management 12(6):346–51. doi: 10.1108/09596110010342559.
Keller, Kevin Lane. 1993. “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing 57(1):1. doi: 10.2307/1252054.
Khatoon, Sadia, Xu Zhengliang, and Hamid Hussain. 2020. “The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service Quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector.” SAGE Open 10(2):2158244020935887. doi: 10.1177/2158244020935887.
Khodadad Hosseini, Sayed Hamid, and Leila Behboudi. 2017. “Brand Trust and Image: Effects on Customer Satisfaction.” International Journal of Health Care Quality Assurance 30(7):580–90. doi: 10.1108/IJHCQA-04-2016-0054.
Kumrotin, Evi Laili, and Ari Susanti. 2021. “Pengaruh Kualitas Produk, Harga, Dan Kualitas Pelayanan Terhadap Keputusan Konsumen Pada Cafe KO.WE.COK Di Solo.” Jurnal Manajemen Indonesia 6(1):1–13. doi: https://doi.org/10.29103/j-mind.v6i1.4870.
Leninkumar, Vithya. 2017. “The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty.” International Journal of Academic Research in Business and Social Sciences 7(4):450–65. doi: 10.6007/IJARBSS/v7-i4/2821.
Liu, Haiying. 2021. “Perceived Value Dimension, Product Involvement and Purchase Intention for Intangible Cultural Heritage Souvenir.” American Journal of Industrial and Business Management 11(01):76. doi: https://doi.org/10.4236/ajibm.2021.111006.
Marpaung, Fenny Krisna, Markus Willy Arnold Simarmata, Asyifa Sofira, and Silvia Aloyna. 2021. “Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Indomie Pada PT. Alamjaya Wirasentosa Kabanjahe.” Jurnal Manajemen 1(1):49–64. doi: https://www.ejournal.lmiimedan.net/index.php/jm/article/view/134.
Mirza, Bilawal, and Muhammad Ali. 2017. “An Assessment of Relationship among Service Quality, Price Perception and Customer Satisfaction in the Formation of Consumer’s Purchase Intention.” Kuwait Chapter of the Arabian Journal of Business and Management Review 6(12):10–21. doi: 10.12816/0041751.
Moorman, Christine, Rohit Deshpande, and Gerald Zaltman. 1993. “Factors Affecting Trust in Market Research Relationships.” Journal Of Marketing 57(1):81–101. doi: https://doi.org/10.1177%2F002224299305700106.
Morgan, Robert M., and Shelby D. Hunt. 1994. “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58(3):23. doi: https://doi.org/10.1177%2F002224299405800302.
Pangkey, Violita, S. Lapian, and Ferdinand Tumewu. 2016. “The Analytical Hierarchy Process (AHP) of Consumer Purchase Decision in Selecting Bubble Tea Shop.” Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 4(2):323–31. doi: 10.35794/emba.v4i2.13043.
Parasuraman, A., Valarie A. Zeithaml, and L. Berry. 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” 1988 64(1):12–40.
Patterson, Maurice. 1999. “Re-Appraising the Concept of Brand Image.” Journal of Brand Management 6(6):409–26. doi: 10.1057/bm.1999.32.
Roudposhti, Vahid Mohseni, Mehrbakhsh Nilashi, Abbas Mardani, Dalia Streimikiene, Sarminah Samad, and Othman Ibrahim. 2018. “A New Model for Customer Purchase Intention in E-Commerce Recommendation Agents.” Journal of International Studies 11(4):237–53. doi: 10.14254/2071-8330.2018/11-4/17.
Ruslan, Arief. 2020. “Identitas Visual Milenial Dalam Merek Minuman Bubble Tea Di Tangerang Selatan.” Avant Garde 8(1):46. doi: 10.36080/ag.v8i1.983.
Setiawan, Heri, and A. Jalaludin Sayuti. 2017. “Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia.” IOSR Journal of Business and Management (IOSR-JBM) 19(5):31–40. doi: 10.9790/487X-1905033140.
Suchánek, Petr, Jiří Richter, and Maria Králová. 2015. “Customer Satisfaction, Product Quality and Performance of Companies.” Review of Economic Perspectives 14(4):329–44. doi: http://dx.doi.org/10.1515/revecp-2015-0003.
Waluya, Aris Insan, M. Ali Iqbal, and Rhian Indradewa. 2019. “How Product Quality, Brand Image, and Customer Satisfaction Affect the Purchase Decisions of Indonesian Automotive Customers.” International Journal of Services, Economics and Management 10(2):177–93.
Wang, Xuehua, and Zhilin Yang. 2008. “Does Country-of-Origin Matter in the Relationship between Brand Personality and Purchase Intention in Emerging Economies? Evidence from China’s Auto Industry.” International Marketing Review 25(4):458–74. doi: 10.1108/02651330810887495.
Wang, Ya-Hui, and Li-Yan Chen. 2016. “An Empirical Study of the Effect of Perceived Price on Purchase Intention Evidence from Low-Cost Carriers.” International Journal of Business and Social Science 7(4):97–107.
Wu, Paul C. S., Gary Yeong Yuh Yeh, and Chieh Ru Hsiao. 2011. “The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands.” Australasian Marketing Journal 19(1):30–39. doi: 10.1016/j.ausmj.2010.11.001.
Yuliantoro, Nonot, Vasco Goeltom, Juliana, Innocentius Bernarto, Rudy Pramono, and Agus Purwanto. 2019. “Repurchase Intention and Word of Mouth Factors in the Millennial Generation against Various Brands of Boba Drinks during the Covid 19 Pandemic.” African Journal of Hospitality, Tourism and Leisure 8(2):1–11.
Zehra, Syeda Jaazba, and Uroosa Arshad. 2019. “Brand Trust and Image: Effect on Customers’ Satisfaction.” Journal of Marketing and Logistics 2(1):50–64.
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Published
2022-01-31
How to Cite
Raza Wardani, Faunillah Oktavia, Shofiyah Azizah Ali, & Usep Suhud. (2022). ANALISIS PENGARUH TRUST, PRICE, BRAND IMAGE, SERVICE QUALITY, DAN CUSTOMER SATISFACTION TERHADAP PURCHASE INTENTION PELANGGAN KEDAI MINUMAN BOBA . Communications, 4(1), 41–76. https://doi.org/10.21009/communications.4.1.3
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