Product Difference Determines Purchase Decisions and Consumer Satisfaction at PT. Arshaka Griya Ayana

Rudi Herman Kusuma, Ibnu Khajar

Abstract


Every property company is required to implement unique strategies, innovative products, and differentiate themselves to highlight their unique strengths. This situation forces PT Arshaka Griya Ayana to adapt to changing trends and market needs to remain competitive and relevant in creating added value for its customers. Product differentiation has the potential to improve purchasing decisions and customer satisfaction. This research is explanatory research with a quantitative approach. The study population is all customers who have purchased homes at PT Arshaka Griya Ayana. The sample was drawn using a saturation technique, resulting in a sample size of 100 respondents. Data collection used a questionnaire. In this study, data analysis used the SEM-PLS method with SmartPLS (Partial Least Squares) software. Research results 1) Product differentiation has a positive and significant influence on purchasing decisions. This shows that the higher the product differentiation, the higher the level of consumer purchases. 2) Simultaneous product differentiation has a positive and significant influence on consumer satisfaction. This shows that the higher the level of product differentiation, the greater the consumer satisfaction. 3) Simultaneous purchasing decisions have a positive and significant influence on consumer satisfaction. This shows that the better the purchasing decision, the greater the consumer satisfaction. 4) Purchasing decisions are able to mediate the influence of product differentiation on consumer satisfaction, differentiation will encourage consumers to make purchasing decisions, and these decisions will ultimately determine the level of consumer satisfaction with the product.


Full Text:

PDF

References


Journals:

Astuti, Y., Zulkarnain, M., & Mukarramah. (2019). Pengaruh Diferensiasi Produk Terhadap Kepuasan Konsumen Pada Jasuke Cikarasa Langsa. Jurnal Investasi Islam, 4(2), 141–152. https://doi.org/10.32505/jii.v4i2.1371

Dejawata, T. B., Kumadji, S., & Abdillah, Y. (2019). Pengaruh Diferensiasi Produk Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Jurnal Administrasi Bisnis (JAB), 17(2).

Ering, G. A., Massie, J. D. ., & Raintung, M. C. (2019). Pengaruh Diferensiasi Produk, Kualitas Pelayanan Dan Customer Relationship Management (CRM) Terhadap Kepuasan Pelanggan (Studi Kasus Pada PT. Pinus Merah Abadi Nabati Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(2), 2161–2170.

Hasibuan, M. (2021). Pengaruh Diferensiasi Produk Terhadap Kepuasan Konsumen Pada Oloan Boutique. Jurnal Ekonomi, 23(3), 246–253.

Homburg, C., Müller, M., & Klarmann, M. (2012). When do customers prefer to buy? Impact of demographic and experiential variables on consumer choice. Journal of Consumer Research, 39(5), 1100-1120. doi:10.1086/663296

Liu, X., & Wang, H. (2019). The effect of product differentiation on purchase intention: moderating role of demographic characteristics. Journal of Business Research, 97, 123-133. doi:10.1016/j.jbusres.2018.12.001

Matzler, K., Grabner-Kräuter, S., & Bidmon, S. (2011). Consumer choice between brand loyalty and brand switching. Journal of Consumer Marketing, 28(5), 318-326. doi:10.1108/07363761111168244

Muhammad, F., & Febriatmoko, B. (2022). Pengaruh diferensiasi produk, persepsi harga, kualitas layanan dan kualitas produk terhadap kepuasan konsumen. Jurnal Manajemen, 14(2), 263–270. https://doi.org/10.30872/jmmn.v14i2.11110

Nofritar, A. (2021). Diferensiasi Produk dan Kepuasan Konsumen. Jurnal Manajemen dan Bisnis, 6(1), 15-28.

Nyarmiati, & Astuti, S. R. (2021). Analisis Pengaruh Kualitas Layanan, Kualitas Produk, Brand Image dan Perceived Value Terhadap Minat Beli Ulang dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi Pada Konsumen Rumah Makan Pondok Bandeng Babe Kabupaten Pati). Diponegoro Journal of Management. Volume 10, Nomor 2., 1-14

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(8), 33-44. doi:10.2307/1252099

Perwata, B.A.N., Farida, N., & Prihatini, a. E. (2022). Pengaruh diferensiasi produk dan social media marketing terhadap keputusan pembelian melalui minat beli sebagai variabel intervening (studi pada konsumen pizza hut buaran plaza jakarta). Jurnal ilmu administrasi bisnis, 11(4), 730–738.

Purwati, N., Setiawan, G., & Sari, T. E. (2019). Diferensiasi Produk dalam Strategi Pemasaran. Jurnal Ilmu Manajemen dan Ekonomi, 7(1), 35-45.

Riana, z., tannady, h., diawati, p., bambang, & suhardi, d. (2023). Analysis of the influence of product differentiation, service quality and price on interest in buying processed chicken-based food products. Management studies and entrepreneurship journal, 4(1), 547–554.

Sahetapy, M. (2013). Pengaruh Diferensiasi Produk Terhadap Keputusan Pembelian Konsumen. Jurnal Manajemen Pemasaran, 1(2), 1-12.

Saputro, M. A., & Swh, M. A. (2022). Pengaruh Harga Dan Kualitas Produk Terhadap Kepuasan Konsumen Krisfite Spicy Di Kabupaten Tulungagung. Jurnal Cita Ekonomika, 16(2), 96–110

Sri Utami, N., & Hikmayani Subur, R. (2024). Dampak Uji Diferensiasi Terhadap Kepuasan Pelanggan di Pasar Properti. Jurnal Ilmu dan Riset Manajemen, 13(3), 205-217.

Sufiyanto, R., Suryana, A. K. H., Triatmaja, N. A., Pratiwi, Y. D., & Wulandari, A. (2024). Pengaruh sosialisasi perpajakan, sanksi pajak dan pengetahuan wajib pajak terhadap kepatuhan wajib pajak orang pribadi (Studi Empiris Pada KPP Pratama Boyolali). EKOBIS: Jurnal Ilmu Manajemen dan Akuntansi, 12(1), 101-110.

Books:

Aaker, D. A. (1996). Building Strong Brands. Free Press.

Gujarati, D. N. (2003). Basic Econometrics. McGraw-Hill.

Imam Ghozali. (2001). Modeling with Regression Analysis: SPSS. Badan Penerbit Universitas Diponegoro.

Imam Ghozali. (2005). Aplikasi Analisis Multivariate dengan Program SPSS. Badan Penerbit Universitas Diponegoro.

Kotler, P., & Armstrong, G. (2015). Principles of Marketing. Pearson Education Limited.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education Limited.

Siregar, Syofian. (2017). Statistik Parametik Untuk Penelitian Kuantitatif. Jakarta: PT. Bumi Aksara, 405–406.

Sudaryono. (2018). Manajemen Pemasaran Teori dan Implementasi. Edisi Ke-1. Yogyakarta: Andi.

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Suryani, Tatik. (2018). Perilaku Konsumen: Implikasi Pada Strategi Pemasaran. Yogyakarta: Graha Ilmu.


Refbacks

  • There are currently no refbacks.


License URL: https://creativecommons.org/licenses/by/4.0/deed.en

Jurnal IAPJ Indexed by :

google_scholar onesearch garuda crosref onesearch  sinta scopus