BEHIND THE KICK: UNDERSTANDING LOCAL FUTSAL SHOE CHOICES IN INDONESIA - A COMPREHENSIVE STUDY ON BRAND IMAGE, PRODUCT QUALITY, PRICE, AND CUSTOMER SATISFACTION
Article Sidebar
product quality,
price,
customer satisfaction,
customer loyalty
Main Article Content
Abstract
This paper aims to evaluate the loyalty of Indonesian futsal players towards the Futsal Shoe product. The study investigates the effects of Brand Image, Product Quality, and Price on customer satisfaction and, subsequently, their loyalty. The research employs a quantitative approach, sourcing data from 210 participants. Statistical tests including path analysis, t-test, and Sobel test were utilized to validate hypotheses.The findings show that brand image, product quality, and price significantly influence customer satisfaction. Interestingly, while both brand image and product quality impact customer loyalty, price doesn't seem to have a direct influence on loyalty. However, the level of customer satisfaction was found to play a crucial role in driving customer loyalty. In conclusion, brand image, product quality, and price are important in shaping customer satisfaction with Futsal shoes, which in turn drives customer loyalty. The price, however, doesn't directly affect loyalty. Hence, the study recommends that companies should concentrate on enhancing brand image and product quality to boost customer satisfaction and loyalty.
Article Details
References
Doyo, P. (1998). Perilaku Konsumen dan Loyalitas. Penerbit Andi, Yogyakarta
Fasha, H. F., & Madiawati, P. N. (2019). Pengaruh Brand Image, Kualitas Produk dan Harga Terhadap Loyalitas Konsumen melalui Kepuasan Konsumen sebagai Variabel Intervening Produk ZARA di Kota Bandung, 6(2), 4060–4080.
Firanazulah, Safavi, V. D. R., Saputri, A. N. J., & Sudrajat, A. (2021). Citra merek dan kualitas produk terhadap loyalitas konsumen. Quantitative Economics and Management Studies, 18(1), 1–9. https://doi.org/10.35877/454ri.qems360
Ghozali, Imam. 2013. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Griffin, Jill. (2005). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan, terj. Dwi Kartini Yahua, Jakarta: Erlangga. hlm. 31.
Hasan, Ali. 2013. Marketing and Kasus-Kasus Pilihan. Yogyakarta: CAPS (Center For Academic Publishing Service)
Hawkins, D. I., & Mothersbaugh, D. L. (2016). Consumer Behavior: Building Marketing Strategy.New York: McGraw - Hill.
Irawan, Handi. (2009). 10 Prinsip Kepuasan Pelanggan. Jakarta: Elex Media Komputindo.
Imam Ghozali. (2013). Aplikasi Analisis Multivariete. Semarang: Badan Penerbit Universitas Diponegoro.
Adam, M., Ibrahim, M., Ikramuddin, & Syahputra, H. (2020). The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs) at Indonesia. In International Journal of Supply Chain Management (Vol. 9, Issue 3, pp. 1210–1220). https://www.researchgate.net/publication/348265549_The_Role_of_Digital_Marketing_Platforms_on_Supply_Chain_Management_for_Customer_Satisfaction_and_Loyalty_in_Small_and_Medium_Enterprises_SMEs_at_Indonesia
Al-Weshah, G. A. (2021). Digital marketing strategies and international patients’ satisfaction: An empirical study in Jordanian health service industry. Estudios de Economia Aplicada, 39(7). https://doi.org/10.25115/eea.v39i7.4811
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192–212. https://doi.org/10.1108/JIMA-03-2017-0033
Aurelia, G. S., M. Ramdan, A., & Samsudin, A. (2019). Analisis Customer Satisfaction dan Brand Trust terhadap Customer Retention. Journal of Management and Bussines (JOMB), 1(1), 10–21. https://doi.org/10.31539/jomb.v1i1.599
Aurelia, G. S., Ramdan, A. M., & Samsudin, A. (2019). Analisis Customer Satisfaction dan Brand Trust terhadap Customer Retention. Journal of Management and Bussines (JOMB), 1(1), 10–21. https://doi.org/10.31539/jomb.v1i1.599
Chowdhury, R. M. M. I., Arli, D., & Septianto, F. (2022). Consumers’ responses to moral controversies of religiously positioned brands: the effects of religiosity on brand loyalty. European Journal of Marketing, 56(5), 1398–1433. https://doi.org/10.1108/EJM-11-2020-0841
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2020). Brand negativity: a relational perspective on anti-brand community participation. European Journal of Marketing, 54(7), 1761–1785. https://doi.org/10.1108/EJM-06-2018-0423
Elliott, K., Price, R., Shaw, P., Spiliotopoulos, T., Ng, M., Coopamootoo, K., & van Moorsel, A. (2021). Towards an Equitable Digital Society: Artificial Intelligence (AI) and Corporate Digital Responsibility (CDR). Society, 58(3), 179–188. https://doi.org/10.1007/s12115-021-00594-8
Fasha, H. F., & Madiawati, P. N. (2019). Pengaruh Brand Image, Kualitas Produk dan Harga Terhadap Loyalitas Konsumen melalui Kepuasan Konsumen sebagai Variabel Intervening Produk ZARA di Kota Bandung. 6(2), 4060–4080.
Firanazulah, Safavi, V. D. R., Saputri, A. N. J., & Sudrajat, A. (2021). Citra merek dan kualitas produk terhadap loyalitas konsumen. Quantitative Economics and Management Studies, 18(1), 1–9. https://doi.org/10.35877/454ri.qems360
Hafeez, M. H., Umrani, W. A., Shariff, M. N. M., Ahmed, U., Haroon, U., & Ramayah, T. (2023). Mediating the impact of innovation on the relationship between branding, organisational learning capability and SMEs performance. International Journal of Trade and Global Markets, 16(1–3), 122–143. https://doi.org/10.1504/ijtgm.2022.128117
Haryanto, J. O., Moutinho, L., & Coelho, A. (2016). Is brand loyalty really present in the children’s market? A comparative study from Indonesia, Portugal, and Brazil. Journal of Business Research, 69(10), 4020–4032. https://doi.org/10.1016/J.JBUSRES.2016.06.013
Kurniawati, T., Irawan, B., & Prasodjo, A. (2019). Analisis Pengaruh Kualitas Pelayanan, Harga, dan Brand Image Terhadap Kepuasan Konsumen Restoran Pizza Hut Cabang Jember. E-Journal Ekonomi Bisnis Dan Akuntansi, 6(1), 147–151. https://doi.org/10.19184/ejeba.v6i2.11159
Lukito, W. A., & Fahmi, D. L. (2020). Pengaruh Promosi dengan Media Sosial Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight Pada Masyarakat Tanjung Morawa. Journal of Economics and Accounting, 1(2), 90–95.
Mijan, R., Noor, S. M., Mustapha, M. J., & Briandana, R. (2022). An Inside-Out Model of Brand Orientation for SME Branding. Jurnal Komunikasi: Malaysian Journal of Communication, 38(3), 177–192. https://doi.org/10.17576/JKMJC-2022-3803-11
Miran, I. (2021). Pengaruh Kualitas Produk Dan Brand Image Terhadap Loyalitas Pelanggan: Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Pelanggan Sepeda Motor Honda Di Kabupaten Kampar). Procuratio: Jurnal Ilmiah Manajemen, 7(2), 129–140.
Nasiri, G. R. (2021). Incorporating sales and marketing considerations into a competitive multi-echelon distribution network design problem with pricing strategy in a stochastic environment. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102646
Niu, B. (2021). Impact of promised-delivery-time and brand image on imported vaccine provider’s agency marketing strategy. Computers and Industrial Engineering, 162. https://doi.org/10.1016/j.cie.2021.107748
Ongkowijoyo, G., Koesmono, T., & Wulani, F. (2022). Increasing Furniture Manufacturing SMEs’ Business Performance Through Absorptive Capacity and Product Quality. Journal of Distribution Science, 20(12), 43–57. https://doi.org/10.15722/jds.20.12.202212.43
Ranjan, P., & Nayak, J. K. (2023). Examining the antecedents and consequences of pricing capability: evidence from SMEs. Journal of Business and Industrial Marketing, 38(1), 36–52. https://doi.org/10.1108/JBIM-09-2021-0451
Seilov, G. A. (2015). Does the adoption of customer and competitor orientations make small hospitality businesses more entrepreneurial? Evidence from Kazakhstan. International Journal of Contemporary Hospitality Management, 27(1), 71–86. https://doi.org/10.1108/IJCHM-12-2013-0547
Tali, D., Uzir, M. U. H., Maimako, L. N., Eneizan, B., Latiff, A. S. A., & Wahab, S. A. (2021). The impact of innovation competitive advantage on product quality for sustainable growth among SMES: An empirical analysis. International Journal of Business Science and Applied Management, 16(3), 39–62. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85116123874&partnerID=40&md5=e91583e712b5a8f80337d3f84af25f83
Victor, V. (2021). Consumer response towards personalised pricing strategies in online marketing. International Journal of Technology Marketing, 15(2), 223–265. https://doi.org/10.1504/IJTMKT.2021.118215
Widiaswara, T., & Sutopo. (2017). Analisis Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi pada Pelanggan Air Minum Dalam Kemasan Club di Semarang). Diponegoro Journal of Management, 6(4), 1–15.
Kotler, Philip dan Gary Armstrong. (2018). Principles Of Marketing, Edisi 17, New Jersey: Prentice-Hall Published
Lovelock, Christopher. Wirtz, Jochen & Mussry, Jacky. (2016). Pemasaran Jasa. Jakarta: Erlangga.
Miran, I. (2021). Pengaruh Kualitas Produk Dan Brand Image Terhadap Loyalitas Pelanggan: Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Pelanggan Sepeda Motor Honda Di Kabupaten Kampar). Procuratio: Jurnal Ilmiah Manajemen, 7(2), 129–140.
Ramayah, T., Cheah, J., Chuah, F., Ting, H., & Memon, MA (2018). Pemodelan persamaan struktural kuadrat terkecil parsial (PLS-SEM) menggunakan SmartPLS 3.0: Panduan yang diperbarui dan panduan praktis untuk analisis statistik (edisi ke-2). Kuala Lumpur, Malaysia: Pearson
Sangadji, Etta M., Sopiah. (2013). Perilaku Konsumen. Yogyakarta: ANDI.
Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Tjiptono, Fandy. (2014). Pemasaran Jasa. Yogyakarta: Andi. hlm. 193
Widiaswara, T., & Sutopo. (2017). Analisis Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi pada Pelanggan Air Minum Dalam Kemasan Club di Semarang). Diponegoro Journal of Management, 6(4), 1–15. Retrieved from http://ejournal-s1.undip.ac.id/index.php/dbr