PENGARUH PERSEPSI HARGA, PROMOSI DIGITAL, SERVICESCAPE DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA TOKO VHS ELEKTRONIK & SOUND RANTAUPRAPAT

RIEKE MELATI, NPM 2101100132 (2025) PENGARUH PERSEPSI HARGA, PROMOSI DIGITAL, SERVICESCAPE DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA TOKO VHS ELEKTRONIK & SOUND RANTAUPRAPAT. Tugas_Akhir( Artikel) JURNAL BISNIS MAHASISWA, 6 (1). pp. 345-358. ISSN 2807-2219 (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, promosi digital, servicescape, dan kualitas produk terhadap kepuasan konsumen pada Toko VHS Elektronik & Sound Rantauprapat, baik secara parsial maupun simultan. Desain/metodologi/pendekatan – Penelitian ini menggunakan pendekatan kuantitatif dengan populasi konsumen Toko VHS Elektronik & Sound Rantauprapat. Karena populasi tidak diketahui, penentuan sampel menggunakan rumus Lemeshow dengan tingkat kepercayaan 95% dan tingkat kesalahan 10%, menghasilkan 96 responden. Data dikumpulkan melalui observasi, dokumentasi, dan kuesioner dengan skala Likert, kemudian dianalisis menggunakan uji asumsi klasik dan analisis regresi linier berganda dengan SPSS. Temuan – Hasil penelitian menunjukkan bahwa secara parsial, persepsi harga (t-hitung = 3,480; sig. = 0,001), promosi digital (t-hitung = 2,222; sig. = 0,029), servicescape (t-hitung = 3,983; sig. = 0,000), dan kualitas produk (t-hitung = 3,344; sig. = 0,001) berpengaruh positif dan signifikan terhadap kepuasan konsumen. Secara simultan, keempat variabel berpengaruh signifikan terhadap kepuasan konsumen (F-hitung = 40,903; sig. = 0,000) dengan kontribusi sebesar 64,3% (R² = 0,643), sedangkan 35,7% dipengaruhi oleh faktor lain di luar model penelitian. Keterbatasan penelitian – Penelitian terbatas pada satu objek (Toko VHS Elektronik & Sound Rantauprapat) sehingga hasil belum dapat digeneralisasikan ke toko elektronik lain. Variabel yang diteliti terbatas pada persepsi harga, promosi digital, servicescape, dan kualitas produk, sementara faktor lain seperti kualitas pelayanan, kepercayaan, dan merek belum dimasukkan. Data dikumpulkan melalui kuesioner yang berpotensi mengandung bias persepsi subjektif responden. Implikasi – Secara praktis, Toko VHS Elektronik & Sound Rantauprapat perlu menjaga kesesuaian harga dengan kualitas produk, meningkatkan pengelolaan promosi digital melalui konten informatif dan interaktif, memperbaiki servicescape dengan penataan ruang dan kebersihan yang lebih baik, serta mempertahankan kualitas produk melalui pemilihan pemasok terpercaya. Secara teoretis, penelitian ini memperkuat teori kepuasan konsumen yang menyatakan bahwa kepuasan terbentuk dari kesesuaian antara harapan dan pengalaman nyata, serta mengonfirmasi pentingnya strategi pemasaran terpadu yang mengintegrasikan aspek ekonomi, komunikasi digital, pengalaman berbelanja, dan mutu produk. Kebaruan – Penelitian ini memberikan kontribusi empiris dengan mengidentifikasi bahwa dalam konteks toko elektronik lokal, keempat variabel (persepsi harga, promosi digital, servicescape, dan kualitas produk) secara simultan mampu menjelaskan 64,3% variasi kepuasan konsumen, dengan servicescape memiliki pengaruh yang dominan. Temuan ini memperkaya literatur dengan menunjukkan pentingnya sinergi antara nilai ekonomi, strategi digital, dan pengalaman fisik toko dalam meningkatkan kepuasan konsumen di era digital. Kata Kunci: Persepsi Harga, Promosi Digital, Servicescape, Kualitas Produk, Kepuasan Konsumen =============================================================================================== Purpose – This study aims to analyze the influence of price perception, digital promotion, servicescape, and product quality on consumer satisfaction at VHS Electronic & Sound Store Rantauprapat, both partially and simultaneously. Design/methodology/approach – This research employs a quantitative approach with the population of VHS Electronic & Sound Store Rantauprapat customers. Since the population is unknown, sample determination used the Lemeshow formula with a 95% confidence level and 10% error rate, yielding 96 respondents. Data were collected through observation, documentation, and questionnaires using a Likert scale, then analyzed using classical assumption tests and multiple linear regression analysis with SPSS. Findings – Results show that partially, price perception (t-value = 3.480; sig. = 0.001), digital promotion (t value = 2.222; sig. = 0.029), servicescape (t-value = 3.983; sig. = 0.000), and product quality (t-value = 3.344; sig. = 0.001) have positive and significant effects on consumer satisfaction. Simultaneously, all four variables significantly influence consumer satisfaction (F-value = 40.903; sig. = 0.000) with a contribution of 64.3% (R² = 0.643), while 35.7% is influenced by other factors outside the research model. Research limitations – The study is limited to one object (VHS Electronic & Sound Store Rantauprapat), thus results cannot be generalized to other electronic stores. Variables are limited to price perception, digital promotion, servicescape, and product quality, while other factors, such as service quality, trust, and brand, have not been included. Data collected through questionnaires may contain respondent subjective perception bias. Implications – Practically, VHS Electronic & Sound Store Rantauprapat needs to maintain price-quality alignment, improve digital promotion management through informative and interactive content, enhance servicescape through better spatial arrangement and cleanliness, and maintain product quality through selecting reliable suppliers. Theoretically, this research strengthens consumer satisfaction theory stating that satisfaction is formed from the alignment between expectations and actual experience, and confirms the importance of integrated marketing strategies combining economic aspects, digital communication, shopping experience, and product quality. Originality – This research provides empirical contributions by identifying that in the context of local electronic stores, the four variables (price perception, digital promotion, servicescape, and product quality) simultaneously explain 64.3% of consumer satisfaction variation, with servicescape having a dominant influence. This finding enriches the literature by demonstrating the importance of synergy between economic value, digital strategy, and physical store experience in enhancing consumer satisfaction in the digital era. Keywords: Price Perception, Digital Promotion, Servicescape, Product Quality, Consumer Satisfaction

Item Type:	Article
Uncontrolled Keywords:	Persepsi Harga, Promosi Digital, Servicescape, Kualitas Produk, Kepuasan Konsumen==============Persepsi Harga, Promosi Digital, Servicescape, Kualitas Produk, Kepuasan Konsumen
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	04 Feb 2026 03:16
Last Modified:	04 Feb 2026 03:16
URI:	http://repository.ulb.ac.id/id/eprint/2073

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