PENGARUH E- MASS CUSTOMIZATION PADA DIMENSI CONSUMER’S PERCEIVED VALUE TERHADAP SATISFACTION DAN LOYALTY KONSUMEN WANITA TAS LUXURY BRANDS DI INDONESIA
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Keywords:
Consumer'sPerceived Value, Satisfaction, Loyalty, Customization, Luxury Brands
Abstract
Abstrak - Penelitian ini bertujuan untuk menganalisis pengaruh dimensi dari Consumer’s Perceived Value terhadap Satisfaction dan Loyalty konsumen wanita tas luxury brands di Indonesia.Pengolahan data penelitian ini menggunakan Structural Equation Modelling (SEM) dengan program Statistical Package for Social Sciences (SPSS) versi 18 dan LISREL 8.70. Teknik pengambilan sampel menggunakan non-probability sampling. Data diperoleh secara online dari responden yang memenuhi karakteristik populasi yang telah ditentukan. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 160 responden wanita di Indonesia.Hasil penelitian ini menunjukkan pengaruh utilitarian value dan self- expressive value yang memiliki dampak negatif dan tidak signifikan terhadap satisfaction konsumen tas luxury brands di Indonesia. Pengaruh Hedonic value, social value dan creative achievement value memiliki dampak positif dan signifikan terhadap satisfaction konsumen tas luxury brands di Indonesia serta pengaruh satisfaction terhadap loyalty konsumen tas luxury brands di Indonesia .
Kata kunci:Consumer’s Perceived Value,Satisfaction, Loyalty, Customization, Luxury Brands.
Abstract - This study aims to analyze the effect of dimensions of Consumer's Perceived Value on Satisfaction and Loyalty of women consumers of luxury handbags brands in Indonesia.This research data processing using Structural Equation Modeling (SEM) with Statistical Package for Social Sciences program (SPSS) version 18 and LISREL 8.70. The sampling technique uses non- probability sampling. Data are obtained online from respondents who meet the specified population characteristics. The number of samples used in this study were 160 female respondents in Indonesia.The results of this study indicate the influence of utilitarian value and self- expressive value which has negative and insignificant impact on consumer satisfaction of luxury handbag brands in Indonesia. The influence of Hedonic value, social value and creative achievement value have positive and significant impact on consumer satisfaction of luxury brands bag in Indonesia and influence satisfaction to consumer loyalty of luxury handbag brand in Indonesia.
Keywords: Consumer'sPerceived Value, Satisfaction, Loyalty, Customization, Luxury Brands.
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References
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C.F.Chen, dan M.H.Tsai, 2008, Perceived value, Satisfaction, and Loyalty of TV Travel Product Shopping: Involvement as a Moderator, Tourism Management, Vol.29: 1166-1171.
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Jones, M.A., Reynolds, K.E., Arnold, M.J., 2006, Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes, Journal of Bussiness Research, Vol. 59: 974 – 981.
Kim, M., Kim, S., dan Lee, Y. 2010, The Effect of Distribution Channel Diversification of Foreign Luxury Fashion Brands on Consumer’s Brand Value and Loyalty in the Korean Market, Journal of Retailling and Consumer Services, Vol. 17: 286-293.
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Merle, A., Chandon, J., Roux, E., dan Alizon, F, 2010, Perceived value of the mass-customized product and mass customization experience for individual consumers, Production and Operations Management, Vol. 19:5, 503–514.
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Schreier, M. 2006, The Value Increment of Mass-customized Product: An Empirical assessment, Journal of Consumer Behaviour, Vol.5: 4, 317-327.
Schiffman, Leon dan L.L.Kanuk, 2007, Perilaku Konsumen, Edisi Ketujuh. Prentice Hall, New Jersey.
Sirgy. M. J. 1982, Self Concept in Consumer Behavior: A Critical Review, Journal of Consumer Research, Vol.9: 3, 287-300.
Synder,C.R. 1992, Product Scarcity by Need for Uniqueness Interaction: A Customer Catch – 22 Carousel? Basic and Applied Social Psycology, Vol.13: 1, 9-24.
Solomon, Michael R, 2002, Consumer Behavior: Buying, Having, and Being, New Jersey: Prentice Hall.
Sheth, Jagdish., dan Mittal Banwari, 2004, Consumer Behavior: A Manajerial Perspective, 2th, Thompson South Western, USA.
Truong, Y., dan McColl, R. 2011, Intrinsic Motivations, Self-esteem, and Luxury Goods Consumption, Journal of Retailing and Consumer Services, Vol. 18: 555-561.
Thaichon, P., dan Quach, T. N. 2015 The Relationship Between Service Quality, Satisfaction Trust, Value, Commitment and Loyalty of Internet Service Providers Customers, Journal of Global Scholars of Marketing Science, Vol. 25: 4, 295–313.
Vigneron, F., dan Johnson, L, 2004, Measuring perception of brand luxury Journal of Brand Management, Vol. 11:6, 484–506.
Waterman, A.S., 1990. Personal expressiveness: philosophical and psychological foundations, Journal of Mind and Behavior, Vol. 11: 47-74.
Waterman, A.S., 1993, Two conceptions of happiness: Contrasts of personal expressiveness (eudaimonia) and hedonic enjoyment, Journal of Personality and Social Psychology, Vol. 64: 678–691.
Waterman, A.S., Schwartz, S.J., Conti, R., 2008, The implications of two conceptions of happiness (hedonic enjoyment and eudaimonia) for the understanding of intrinsic motivation, Journal of Happiness Studies, Vol. 9: 41–79.
Woodruff, R. B., dan Gardial, S. F, 1996, Know your customer, New approaches to understanding customer value and satisfaction, Cambridge, MA: Blackwell.
Yang, Z., dan Peterson, R. T. 2004, Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs, Psychology and Marketing, Vol.21: 10, 799–822.
Yen, Yung-Shen. 2013, Exploring Perceived Value in Social Networking Sites: The Mediation of Customer Satisfaction, International Journal of Computer and Information Technology, Vol.3: 2, 386- 393.
Yoo, J., dan Park, M. 2016, The Effect of E- Mass Customization on Consumer Perceived Value, Satisfaction, and Loyalty Toward Luxury Brands, Journal of Business Research, Vol. 69: 5775-5784.
Yoo, J., dan Park, M. 2014, The effect of On-offline Cross- selling and Level of Multichannel Shopping Experience on Consumer Responses, The E-Business Studies, Vol. 15: 5, 153-172.
Zeithaml, V. A., Berry, L. K., dan Parasuraman, A. 1996, The Behavioral Consequences of service quality, Journal of Marketing, Vol. 60: 31–46.
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(https://www.hipwee.com/feature/5-alasan-kenapa-tas-mewah-harganya- selangit/) diunduh 23 Januari 2018.
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(http://www.tentik.com/10-brand-fashion-mewah-paling-berpengaruh-di- dunia) diunduh pada 23 Mei 2015.
(https://wolipop.detik.com/merek-tas-branded-ini-jadi-favorit-wanita- indonesia-karena-harganya-terjangkau) diunduh pada 17 November 2016.
(https://novafni.com/5-fakta-penting-kenapa-tas-branded-lebih-digemari- wanita/) diunduh pada 25 Mei 2018.
(http://www.harpersbazaar.co.id/articles/read/3/2017/3557/Berburu- Tas- dan-Sepatu-Mewah-Second-Hand-Secara-Online) diunduh pada 14 Maret 2017.
(https://www.femina.co.id/trending-topic/tren-jual-beli-preloved-stuff- ketika-barang-bekas-naik-kelas) diunduh pada 8 November 2016.
(https://www.idntimes.com/hype/fun-fact/andi-aris/10-tas-bermerek- dengan-desain-nyeleneh-harga-selangit-1) diunduh pada 8 Mei 2018.
(https://www.brilio.net/fashion/bikinan-brand-ternama-4-tas-ini-justru- dinilai-mirip-barang-murah-161217q.html) diunduh pada 18 Desember 2016.
Aaker, David A. 1996, Measuring Brand Equity Across Products And Market, California Management Review , Vol. 38 No. 3: 102-120.
Barnes, J.G., 2011, Secrets of Customer Relationship Management: Rahasia Manajemen Hubungan Pelanggan, Andi Offset, Yogyakarta.
Babin, B.J., Darden, W.R., 1996, Good and bad shopping vibes: Spending and patronage satisfaction, Journal of Business Research, Vol. 35: 3, 201-206.
Babin, B.J., Lee, Y.K., Kim, E.J., Griffin, M., 2005, Modeling consumer satisfaction and word-of mouth: Restaurant patronage in Korea, Journal of Service Marketing, Vol. 19: 3, 133–139.
C.F.Chen, dan M.H.Tsai, 2008, Perceived value, Satisfaction, and Loyalty of TV Travel Product Shopping: Involvement as a Moderator, Tourism Management, Vol.29: 1166-1171.
Carson, S. H., Peterson, J. B., dan Higgins, D. M, 2005, Reliability, Validity, And Factor Structure Of The Creative Achievement Questionnaire, Creativity Research Journal, Vol.17: 37– 50.
Durianto, Darmadi, Sugiarto, dan Tony Sitinjak, 2001, Strategi Menaklukkan Pasar Melalui Riset Ekuitas and Perilaku Merek, Jakarta: Gramedia Pustaka Utama.
Day. G. S, 2000, Market Driven Strategy, New York, NY: Free Press. Dholakia, R. B., Zhao, M., dan Dholakia, N. 2005, Multichannel
Retailing: A Case Study of Early Experiences, Journal of Interactive Marketing, Vol. 19: 2, 63–74.
Eysenck, H. J, 1995, Genius: The Natural History of Creativity, Cambridge: Cambridge University Press.
Franke,N., Keinz, P., dan Steger, C. 2009, Testing the Value of Customization: When do Customers Really Prefer Product Tailored to Their Preferences? Journal of Marketing, Vol.73: 103-121.
Fishbein, M., dan Ajzen, I. 1975, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.
Fiore. A. M., Lee.S., dan Kunz. G. 2004, Individual Differences, Motivation, and Willingness to Use a Mass-customization Option for Fashion Products, European Journal of Marketing, Vol. 38: 7, 835-849.
Fandy Tjiptono, 2008, Strategi Pemasaran, Edisi 3, Andi Offset, Yogyakarta.
Getzels, J. W., dan Csikszentmihalyi, M, 1976, The Creative Vision, New York: Wiley.
Hair, J. F., W. C. Black., B. J. Babin, dan R. E. Anderson, 2010, Multivariate Data Analysis, 7th Edition, Pearson Higher Education.
Hurriyati, Ratih, 2005, Bauran Pemasaran dan Loyalitas Konsumen, Bandung: Alfabeta.
Holbrook, M. B., dan Hirschman,E.C, 1982, The Experiential aspects of consumption: Consumer fantasies, feelings, and fun, Journal of Consumer Research, Vol. 9:2, 132-140.
Jones, M.A., Reynolds, K.E., Arnold, M.J., 2006, Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes, Journal of Bussiness Research, Vol. 59: 974 – 981.
Kim, M., Kim, S., dan Lee, Y. 2010, The Effect of Distribution Channel Diversification of Foreign Luxury Fashion Brands on Consumer’s Brand Value and Loyalty in the Korean Market, Journal of Retailling and Consumer Services, Vol. 17: 286-293.
Kotler, Philip dan Gary Armstrong,2001, Prinsip-prinsip Pemasaran, Jilid 1 dan 2, Edisi Kedelapan,Jakarta,Erlangga.
Kotler, Phillip, 2006 Manajemen Pemasaran, Jilid I dan II, Edisi Kesebelas, PT. Indeks, Gramedia, Jakarta.
Kotler , dan Keller, 2008, Manajemen Pemasaran, Edisi 13, Jakarta : Indeks.
Kotler, Philip dan Keller, Kevin Lane 2007. Manajemen Pemasaran, Edisi12 Jilid 1, Jakarta: Indeks-Prentice Hall.
Kotler dan Keller, 2009, Manajemen Pemasara,. Jilid I. Edisi ke 13, Jakarta: Erlangga.
Lovelock, C, dan John Wirtz, 2011, Pemasaran Jasa Perspektif, Edisi 7, Jakarta : Erlangga.
Merle, A., Chandon, J., Roux, E., dan Alizon, F, 2010, Perceived value of the mass-customized product and mass customization experience for individual consumers, Production and Operations Management, Vol. 19:5, 503–514.
Nia, A., dan Zaichkowsky, J.L. 2000, Do Counterfeits Devalue the Ownership of Luxury Brands? Journal of Product and Brand Management, Vol. 9:7, 485-497.
Oliver, R. L. 1999b, When Customer Loyalty? Journal of Marketing, Vol. 63: 33-64.
Piller, F.T. 2003, Mass Customization News: A Newsletter on Mass Customization, Personalization, and Customer Integration, TUM Research Center on Mass Customization & Customer Integration, Vol. 6: 1.
Reichheld, F. F., dan Schefter, P. 2000, E-loyalty: Your Secret Weapon on the Web, Harvard Business Review, Vol.78: 105–113.
Schreier, M. 2006, The Value Increment of Mass-customized Product: An Empirical assessment, Journal of Consumer Behaviour, Vol.5: 4, 317-327.
Schiffman, Leon dan L.L.Kanuk, 2007, Perilaku Konsumen, Edisi Ketujuh. Prentice Hall, New Jersey.
Sirgy. M. J. 1982, Self Concept in Consumer Behavior: A Critical Review, Journal of Consumer Research, Vol.9: 3, 287-300.
Synder,C.R. 1992, Product Scarcity by Need for Uniqueness Interaction: A Customer Catch – 22 Carousel? Basic and Applied Social Psycology, Vol.13: 1, 9-24.
Solomon, Michael R, 2002, Consumer Behavior: Buying, Having, and Being, New Jersey: Prentice Hall.
Sheth, Jagdish., dan Mittal Banwari, 2004, Consumer Behavior: A Manajerial Perspective, 2th, Thompson South Western, USA.
Truong, Y., dan McColl, R. 2011, Intrinsic Motivations, Self-esteem, and Luxury Goods Consumption, Journal of Retailing and Consumer Services, Vol. 18: 555-561.
Thaichon, P., dan Quach, T. N. 2015 The Relationship Between Service Quality, Satisfaction Trust, Value, Commitment and Loyalty of Internet Service Providers Customers, Journal of Global Scholars of Marketing Science, Vol. 25: 4, 295–313.
Vigneron, F., dan Johnson, L, 2004, Measuring perception of brand luxury Journal of Brand Management, Vol. 11:6, 484–506.
Waterman, A.S., 1990. Personal expressiveness: philosophical and psychological foundations, Journal of Mind and Behavior, Vol. 11: 47-74.
Waterman, A.S., 1993, Two conceptions of happiness: Contrasts of personal expressiveness (eudaimonia) and hedonic enjoyment, Journal of Personality and Social Psychology, Vol. 64: 678–691.
Waterman, A.S., Schwartz, S.J., Conti, R., 2008, The implications of two conceptions of happiness (hedonic enjoyment and eudaimonia) for the understanding of intrinsic motivation, Journal of Happiness Studies, Vol. 9: 41–79.
Woodruff, R. B., dan Gardial, S. F, 1996, Know your customer, New approaches to understanding customer value and satisfaction, Cambridge, MA: Blackwell.
Yang, Z., dan Peterson, R. T. 2004, Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs, Psychology and Marketing, Vol.21: 10, 799–822.
Yen, Yung-Shen. 2013, Exploring Perceived Value in Social Networking Sites: The Mediation of Customer Satisfaction, International Journal of Computer and Information Technology, Vol.3: 2, 386- 393.
Yoo, J., dan Park, M. 2016, The Effect of E- Mass Customization on Consumer Perceived Value, Satisfaction, and Loyalty Toward Luxury Brands, Journal of Business Research, Vol. 69: 5775-5784.
Yoo, J., dan Park, M. 2014, The effect of On-offline Cross- selling and Level of Multichannel Shopping Experience on Consumer Responses, The E-Business Studies, Vol. 15: 5, 153-172.
Zeithaml, V. A., Berry, L. K., dan Parasuraman, A. 1996, The Behavioral Consequences of service quality, Journal of Marketing, Vol. 60: 31–46.
Zikmund, William G., 2009, Essentials of Marketing research 4th Edition, South Western: Thomson.
Zikmund, William G., 2003, Integrating Marketing Strategy and Information Technology. New Jersey: John Wiley and Sons, South Western: Thomson.
(https://www.hipwee.com/feature/5-alasan-kenapa-tas-mewah-harganya- selangit/) diunduh 23 Januari 2018.
(http://lifestyle.bisnis.com/read/tren-fashion-saat-orang-asia-makin-kuat- membeli-gengsi) diunduh 3 September 2016.
(http://www.tentik.com/10-brand-fashion-mewah-paling-berpengaruh-di- dunia) diunduh pada 23 Mei 2015.
(https://wolipop.detik.com/merek-tas-branded-ini-jadi-favorit-wanita- indonesia-karena-harganya-terjangkau) diunduh pada 17 November 2016.
(https://novafni.com/5-fakta-penting-kenapa-tas-branded-lebih-digemari- wanita/) diunduh pada 25 Mei 2018.
(http://www.harpersbazaar.co.id/articles/read/3/2017/3557/Berburu- Tas- dan-Sepatu-Mewah-Second-Hand-Secara-Online) diunduh pada 14 Maret 2017.
(https://www.femina.co.id/trending-topic/tren-jual-beli-preloved-stuff- ketika-barang-bekas-naik-kelas) diunduh pada 8 November 2016.
(https://www.idntimes.com/hype/fun-fact/andi-aris/10-tas-bermerek- dengan-desain-nyeleneh-harga-selangit-1) diunduh pada 8 Mei 2018.
(https://www.brilio.net/fashion/bikinan-brand-ternama-4-tas-ini-justru- dinilai-mirip-barang-murah-161217q.html) diunduh pada 18 Desember 2016.
Published
2019-09-01
Section
Bidang Manajemen (M)
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