Pengaruh Kepuasan Konsumen Terhadap Kesediaan Membayar (Willingness To Pay) Dengan Dimoderasi Reputasi Perusahaan

Fitra Rizqiana; Aprillia Elly Kusumastuti

doi:10.35829/econbank.v3i1.223

Fitra Rizqiana STIE Bank BPD Jateng
Aprillia Elly Kusumastuti STIE Bank BPD Jateng

DOI: https://doi.org/10.35829/econbank.v3i1.223

Keywords: Customer satisfaction, company reputation, willingness to pay

Abstract

This study aims to analyze the effect of consumer satisfaction on willingness to pay, and to analyze the effect of consumer satisfaction on willingness to pay with reputation variable as moderated. The population in this study are consumers who buy Honda motorcycle products at Honda Prima & AHASS Pemalang Motorcycle Dealers. The number of samples is 100 respondents. The sampling technique used was purposive sampling. Purposive sampling technique is a sampling based on the criteria aimed at by the researcher. The data analysis used in this research is Moderated Regression Analysis. The results showed that consumer satisfaction has a significant effect on willingness to pay for consumers of Honda Prima & AHASS Pemalang Motorcycle Dealers. The company's reputation moderates the effect of consumer satisfaction on willingness to pay on consumers of Honda Prima & AHASS Pemalang Motorcycle Dealers.

References

Amrullah, A., Pamasang, S.S, Zainuros Salamia. (2016). Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Keputusan Pembelian Sepeda Motor Honda. KINERJA. Jurnal Ekonomi & Manajemen. Volume 13 No. 2, p:99-118 DOI: http://dx.doi.org/ 10.29264/jkin.v13i2.826
AISI (2020) Statistic Distribution. Assosiasi Industri Sepeda Motor Indonesia. Jakarta https://www.aisi.or.id/statistic/
Fajriyah, N. (2013). Pengaruh Promosi, Reputasi, Dan Lokasi Strategis Terhadap Keputusan Nasabah Menggunakan Produk Tabungan Haji Bank Mandiri Kcp Tangerang Bintaro Sektor Riil. Skripsi. FEB UIN Syarif Hidayatullah. http://repository.uinjkt.ac.id/
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.
Julien, J., & Mahalli, K. (2014). Analisis Ability To Pay dan Willingness To Pay Pengguna Jasa Kereta Api Bandara Kualanamu (Airport Railink Service). Jurnal Ekonomi Dan Keuangan, 2(3), p:167-179.
Kotler, & Keller, K.L. (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13 Jakarta: Erlangg
Kotler, P.& Keller, K.L. (2012). Marketing Managemen. 14th Edition. Global edition: Pearson Education.
Matondang, M.A., Bahruni, Hermawan, R. (2017) Pengaruh tingkat kepuasan pengunjung terhadap Willingnes to paya di Plengkung Taman Nasional Alas Purwo. Media Konservasi Vol 22. No. 2. p.164-170
Muiszudin. (2017). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Tiket Pesawat Di PT.Arwana Internusa Tour Pontianak. Jurnal Manajemen Motivasi, 12(1), 626. https://doi.org/10.29406/jmm.v12i1.432
Priambodo, L. H., & Najib, M. (2016). Analisis Kesediaan Membayar (Willingness to Pay) Sayuran Organik dan Faktor-Faktor yang Mempengaruhinya. Jurnal Manajemen Dan Organisasi, 5(1), 1. https://doi.org/10.29244/jmo.v5i1.12125
Rangkuti, Freddy. (2011). Riset Pemasaran. Jakarta, PT. Gramedia Pustaka. Utam

Username
Password
Remember me