Pengaruh Persepsi Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada PT. Isuzu Mobilindo Plaza Kota Makassar

Authors

  • A. Afifah Humairah Universitas Negeri Makassar
  • Burhanuddin Burhanuddin Universitas Negeri Makassar
  • Nurul Fadilah Aswar Universitas Negeri Makassa
  • Isma Azis Riu Universitas Negeri Makassar
  • Rahmat Riwayat Abadi Universitas Negeri Makassar

DOI:

https://doi.org/10.32585/jbfe.v6i1.6669

Keywords:

Consumer satisfaction, Customer loyalty, Price perception

Abstract

This study aims to analyze the influence of price perception on customer loyalty via consumer satisfaction as an intervening variable at PT. Isuzu Mobilindo Plaza in Makassar City. The study considers price perception as the independent variable, customer loyalty as the dependent variable, and consumer satisfaction as the intervening variable. The population studied were consumers of PT. Isuzu Mobilindo Plaza products at least three times and who live in Makassar City and are aged 28–60 years. PT. Isuzu Mobilindo Plaza products at least three times and have used PT. Isuzu Mobilindo products for at least three years. A total of 104 people were selected for the study using a purposive sampling technique. The study employed a quantitative approach with a Structural Equation Modelling – Partial Least Squares (SEM-PLS) data analysis technique, using SmartPLS 3.2.9 software. The results indicate that price perception has a positive and significant effect on consumer satisfaction and customer loyalty. Additionally, the final results show that consumer satisfaction mediates the effect of price perception on customer loyalty.

Downloads

Download data is not yet available.

References

abdillah, N., & Setiyawan. (2023). Analisis Kualitas Pelayanan , Harda Dan Kepercayaan Terhadap Loyalitas Pelanggan Di Ud Coolteknik. Management & Accounting Research Journal, 07, 10–18.

Hermanto, & Nainggolan. (2020). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Pada Pt Aneka Tata Niaga. Jurnal Ilmiah Ekonomi Manajemen:, 11(01), 46–57.

Hidayat, R., Piliang, A., Safrizal, S., & Sugianto, S. (2022). Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Hotel Cititel Sisingamangaraja Pekanbaru. Jurnal Ilmiah Multidisiplin, 1(05), 131–136. Https://Doi.Org/10.56127/Jukim.V1i05.523

Huang, J. X., & Nuangjamnong, C. (2023). The Impact Of Customer Satisfaction On Customer Loyalty In Chinese E-Commerce Platformshuang, J. X., & Nuangjamnong, C. (2023). The Impact Of Customer Satisfaction On Customer Loyalty In Chinese E-Commerce Platforms In China. The Au Ejournal Of Interdisci. The Au Ejournal Of Interdisciplinary Research, 8(2), 63–79. Http://Www.Assumptionjournal.Au.Edu/Index.Php/Ejir/Article/View/7807%0ahttp://Www.Assumptionjournal.Au.Edu/Index.Php/Ejir/Article/View/7807/3939

Latuconsina, Z., & Tupamahu, W. A. (2020). Pengaruh Fokus Pada Pelanggan, Keterlibatan Total, Perbaikan Berkesinambungan Terhadap Kepuasan Konsumen Hasjrat Abadi Ambon. Manis: Jurnal Manajemen Dan Bisnis, 3(2), 24–36. Https://Doi.Org/10.30598/Manis.3.2.24-36

Lestari, Fitri, Sari, & Safaruddin. (2024). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian Mobil Toyota Di Kota Binjai. 02(03), 437–445.

Loliyana, Hadi, & Meidasari. (2023). Pengaruh Pelatihan Terhadap Produktivitas Kerja Pegawai Dengan Motivasi Sebagai Variabel Mediasi (Pada Pt. Nisan Abadi Jaya). Jurnal Manajemen Dan Bisnis (Jmb), 4(1).

Mabrur, Anwar, & Ruma. (2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Perusahaan Daerah Air Minum Tirta Ompo Kabupaten Soppeng. Jurnalbisnis,Manajemen,Daninformatika (Jbmi), 19(2), 143–159. Https://Doi.Org/10.26487/Jbmi.V19i1.23514

Masitah, D., & Daroini, A. (2024). Analisa Pengaruh Kepuasan Pelanggan Dan Excellent Service Terhadap Loyalitas Pelanggan Jasa Rumah Potong Hewan Di Upt. Rph Kota Blitar. Manajemen Agribisnis:Jurnal Agribisnis, 24, 64–78.

Mauludin, Saputra, Sari, Munawaroh, & Regitas. (2022). Analisis Perilaku Konsumen Dalam Transaksi Di E-Commerce. Proceedings Of Islamic Economics, Business, And Philanthropy, 12(6).

Michella, D., & Meilani, Y. F. C. P. (2023). Pengaruh High Performance Work Practice (Hpwp) Terhadap Job Satisfaction Di Rs Xyz Magelang. Jmbi Unsrat (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(1), 635–643. Https://Doi.Org/10.35794/Jmbi.V10i1.46352

Miryanda, A. (2023). Pengaruh Kualitas Pelayanan, Harga, Dan Lokasi Terhadap Loyalitas Pelanggan (Studi Kasus Pada Pt. Tiki Jalur Nugraha Ekakurir (Jne) Cabang Medan Marelan). Jurnal Mahkota Bisnis (Makbis), 2(1), 16–31.

Muhammad, Simon, & Suryono. (2024). Building Customer Loyalty: The Impact Of Price Perception And Service Quality Mediated By Customer Satisfaction. Research Of Business And Management: San Scientific, 2(2).

Nafisatur, M. (2024). Metode Pengumpulan Data Penelitian. Metode Pengumpulan Data Penelitian, 3(5), 5423–5443.

Nisa, T. C., & Siregar, O. M. (2022). Pengaruh Faktor Lokasi, Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Umkm Sunthai Tea Stabat. Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital, 1(2), 134–151. Https://Doi.Org/10.55047/Jekombital.V1i2.299

Nugroho, & Soliha. (2024). Keputusan Pembelian Konsumen Pada Produk Kecantikan: Peran Kualitas Produk, Citra Merek, Persepsi Harga Dan Celebrity Endorsement. Jesya, 7(1), 226–242.

Nurfadila, Bella, T. A. R. (2020). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian Pada Pt.Trans Retail. Jurnal Ilmiah Kohesi, Vol. 4 No.(3), 149–155.

Özkan, Süer, Keser, & Kocakoç. (2020). The Effect Of Service Quality And Customer Satisfaction On Customer Loyalty: The Mediation Of Perceived Value Of Services, Corporate Image, And Corporate Reputation. International Journal Of Bank Marketing, 38.

Pally. (2023). Analisis Pengaruh Kualitas Pelayanan Harga Dan Lokasi Terhadap Kepuasan Konsumen Pada Rumah Makan Jawa Indah Kalabahi Kabupaten Alor. Jurnal Ilmiah Wahana Pendidikan, 9(20), 537–552.

Pirri, & Mulia. (2020). Analysis Of The Effect Of Product Quality, Price Perception, Brand Image And Promotion On Customer Satisfaction To Achieve Repurchase Intention (Fiesta Chicken Nugget). International Journal Of Innovative Science And Research Technology, 5(8), 595–602.

Polii, C. G., Naukoko, A. T., & Siwu, H. F. D. (2023). Pengaruh Indeks Pembangunan Manusia (Ipm) Dan Pertumbuhan Ekonomi Terhadap Tingkat Pengangguran Di Kota Tomohon. Jurnal Berkala Ilmiah Efisiensi, 23(5), 13–24.

Pradana, M. A. I., & Achmad, N. (2023). Pengaruh Citra Merk Dan Inovasi Produk Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Konsumen Indomie Di Surakarta. Jurnal Informatika Ekonomi Bisnis, 5, 356–363. Https://Doi.Org/10.37034/Infeb.V5i2.539

Pramesti, M. A., & Chasanah, U. (2021). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Bina Bangsa Ekonomika, 14(2), 281–287.

Prasetyo, & Wibowo. (2023). Analisis Pengaruh Citra Merek, Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Konsumen Dan Minat Pembelian Ulang Pada Konsumen Produk Scarlett Melalui Marketplace Di Daerah Istimewa Yogyakarta. Journal Of Business And Halal Industry, Volume: 1(2), 1–17.

Rafiudin, & Qomariyah. (2024). Analisis Kualitas Dan Kepuasan Pelanggan Terhadap Pelayanan Costumer Service Pada Cv. Duta Pustaka. 1(2).

Downloads

Published

2025-05-23

How to Cite

A. Afifah Humairah, Burhanuddin Burhanuddin, Nurul Fadilah Aswar, Isma Azis Riu, & Rahmat Riwayat Abadi. (2025). Pengaruh Persepsi Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada PT. Isuzu Mobilindo Plaza Kota Makassar. Journal of Business, Finance, and Economics (JBFE), 6(1), 168–180. https://doi.org/10.32585/jbfe.v6i1.6669

Issue

Vol. 6 No. 1 (2025): Juni : Journal Of Business, Finance, and Economics (JBFE)

Section

Publication Ethics

License

Copyright (c) 2025 Journal of Business, Finance, and Economics (JBFE)

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with the Journal Of Business, Finance, and Economics (JBFE) agree to the following terms:

  1. Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal. 
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.