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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business ProBisnis : Jurnal Manajemen
P.O, Annuridya Rosyidta
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Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analysis of the Effect of Price, Service Quality, and Brand Image on Consumer Satisfaction: Study of Mie Gacoan in Indonesia Adythya, Susi; Vindiana, Afina Putri; Tampubolon, Edward S.; P.O, Annuridya Rosyidta
ProBisnis : Jurnal Manajemen Vol. 15 No. 6 (2024): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi kepuasan konsumen, dengan fokus pada harga, kualitas pelayanan, dan citra merek sebagai variabel utama. Berdasarkan tinjauan pustaka, kepuasan konsumen dipengaruhi oleh beberapa faktor, termasuk harga yang bersaing, kualitas produk, dan pelayanan yang konsisten. Penelitian terdahulu menunjukkan bahwa kualitas pelayanan dan citra merek memiliki pengaruh signifikan terhadap kepuasan pelanggan dan keputusan pembelian. Dengan menggunakan pendekatan studi literatur, penelitian ini mengkaji berbagai hasil penelitian sebelumnya yang relevan untuk menganalisis pengaruh faktor-faktor tersebut terhadap keputusan pembelian dan kepuasan konsumen pada Mie Gacoan di Indonesia. Hasil penelitian diharapkan dapat memberikan wawasan bagi perusahaan dalam meningkatkan strategi bisnis dan mempertahankan loyalitas pelanggan
Analisis Pengaruh Variasi Produk, Desain Kemasan, Kebersihan, dan Lokasi terhadap Keputusan Pembelian Konsumen pada UMKM Tamaaman Cake Fajriyah, Darari; Vindiana, Afina Putri; P.O, Annuridya Rosyidta; Tampubolon, Edward S.
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 8 No. 3 (2025): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v8i3.1201

Abstract

The increasing competition among micro, small, and medium enterprises (MSMEs) in the culinary sector has created a demand for businesses to better understand consumer purchasing behavior. This study aims to analyze the influence of product variation, packaging design, cleanliness, and store location on consumer purchasing decisions, specifically in the context of Tamaaman Cake, a cake and custom bakery based in Tangerang, Indonesia. A literature review approach was employed by systematically reviewing relevant national and international research articles published between 2020 and 2025. A total of ten empirical studies were selected using purposive sampling criteria, focusing on key variables related to consumer behavior in culinary MSMEs. The results show that all four factors product variation, packaging design, cleanliness, and store location play a significant role in shaping consumer purchasing decisions. Product variation provides consumers with flexibility to choose based on their preferences, while attractive and informative packaging enhances perceived product value. Cleanliness influences consumers’ trust and safety perception, and a strategic location increases ease of access, encouraging purchase intention. The findings emphasize the importance of a holistic marketing strategy that considers both tangible and intangible factors influencing consumer behavior. This study offers strategic insights for MSME practitioners, especially those in the food industry, to remain competitive by aligning their business attributes with evolving consumer expectations.
Co-Authors Adythya, Susi Fajriyah, Darari Tampubolon, Edward S. Vindiana, Afina Putri