Pengaruh Keragaman Produk Terhadap Nilai Pelanggan dan Dampaknya Pada Kepuasan Konsumen (Studi Kasus Pada Astra Credit Companies Cabang Bandung 1 Naripan)
DOI:
https://doi.org/10.59188/jurnalsosains.v5i9.32523Keywords:
Keragaman Produk, Nilai Pelanggan, Kepuasan KonsumenAbstract
Penelitian ini bertujuan untuk mengkaji bagaimana keragaman produk memengaruhi nilai pelanggan dan implikasinya terhadap kepuasan konsumen pada Astra Credit Companies (ACC) Cabang Bandung 1 Naripan. Pendekatan penelitian yang digunakan adalah deskriptif verifikatif dengan metode kuantitatif. Sampel diperoleh dari 96 konsumen ACC yang berlokasi di wilayah Bandung Raya menggunakan teknik purposive sampling, dan data dianalisis melalui regresi linear berganda dengan bantuan SPSS versi 21. Hasil penelitian menunjukkan: (1) keragaman produk berpengaruh signifikan dan positif terhadap nilai pelanggan, (2) nilai pelanggan berpengaruh positif terhadap kepuasan konsumen, serta (3) keragaman produk berdampak langsung dan tidak langsung terhadap kepuasan konsumen melalui nilai pelanggan sebagai variabel mediasi. Persamaan regresi yang dihasilkan adalah Ŷ = 28,873 + 0,317X1 + 0,396X2, dengan nilai koefisien determinasi (R²) 0,608. Artinya, 60,8% variasi kepuasan konsumen dijelaskan oleh keragaman produk dan nilai pelanggan. Keterbatasan penelitian ini meliputi cakupan geografis yang terbatas pada satu cabang ACC dan penggunaan metode cross-sectional yang tidak dapat menangkap perubahan preferensi konsumen dari waktu ke waktu.
References
Bhardwaj, J., & Jain, R. (2021). Kano model analysis for enhancing customer satisfaction in e-commerce. Procedia Computer Science, 185, 123–130. https://doi.org/10.1016/j.procs.2021.04.019
Chernev, A. (2003). When more is less: The role of ideal point availability and assortment in consumer choice. Journal of Consumer Research, 30(2), 170–183. https://doi.org/10.1086/376807
Global Financial Services Report. (2024). Multifinance industry outlook: Asia-Pacific edition. Financial Research Institute.
Harvard Business Review. (2023). The paradox of choice in digital age: Consumer decision fatigue study. Harvard Business Review, 101(4), 78–89.
Kahn, B. E., & Wansink, B. (2004). The influence of assortment structure on perceived variety and consumption quantities. Journal of Consumer Research, 30(4), 519–533. https://doi.org/10.1086/380286
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Laukkanen, M., Sinkkonen, S., & Kiviniemi, V. (2022). Sustainable value propositions and customer perceived value: A dual perspective. Journal of Business Research, 139, 1–11. https://doi.org/10.1016/j.jbusres.2021.09.050
Lefrid, M. (2021). Dining at gas stations: an analysis of nonconventional fast-food outlets from a consumer behavior perspective. British Food Journal, 123(12), 4347–4366. https://doi.org/10.1108/BFJ-01-2021-0070
McKinsey Global Institute. (2023). Digital disruption in financial services: The new paradigm. McKinsey & Company.
Morgeson III, F. V., & Hult, G. T. M. (2023). The American Customer Satisfaction Index (ACSI): A comprehensive review. Journal of Business Research, 156, 1–11. https://doi.org/10.1016/j.jbusres.2022.08.030
Otoritas Jasa Keuangan. (2023). Statistik perbankan dan lembaga keuangan non-bank Indonesia. OJK.
Putri, A., & Santoso, B. (2020). Pengaruh variasi produk terhadap kepuasan konsumen dengan nilai pelanggan sebagai mediasi. Jurnal Manajemen Pemasaran, 15(2), 45–62.
Schwartz, B. (2004). The paradox of choice: Why more is less. Harper Collins.
Smith, S., & Nagle, T. (2005). Product assortment and customer value. Marketing Science, 24(3), 456–472. https://doi.org/10.1287/mksc.1040.0108
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Timonina-Farkas, A. (2020). Product assortment and space allocation strategies to enhance retail performance. Journal of Retailing and Consumer Services, 52, 101901. https://doi.org/10.1016/j.jretconser.2019.101901
Wang, C. (2023). The influence of consumer perception on purchase intention. Journal of Retailing and Consumer Services, 70, 103089. https://doi.org/10.1016/j.jretconser.2023.103089
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rizky Alamsyah, Novi Kadarini Rahayu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- 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 acknowledgement of its initial publication in this journal.
- 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.
