Memahami Loyalitas Konsumen Produk Kulit Lokal Di Jabodetabek: Peran Inovasi, Kualitas, Harga, Dan Promosi
DOI:
https://doi.org/10.37385/ceej.v7i2.11948Keywords:
harga, inovasi produk, kualitas produk, loyalitas konsumen, produk kulit lokal, promosi.Abstract
Penelitian ini bertujuan menganalisis pengaruh inovasi produk, kualitas produk, harga, dan promosi terhadap loyalitas konsumen produk kulit lokal di Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori dan pengumpulan data secara daring pada Januari–Juni 2026. Sampel penelitian terdiri atas 200 konsumen yang dipilih menggunakan teknik purposive sampling berdasarkan pengalaman membeli produk kulit lokal dan domisili atau aktivitasnya di wilayah Jabodetabek. Data dianalisis menggunakan partial least squares structural equation modeling (PLS-SEM) melalui SmartPLS 4.0 dengan prosedur bootstrapping sebanyak 5.000 subsampel. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap loyalitas konsumen (β = 1,021; p < 0,001), demikian pula kualitas produk (β = 0,258; p = 0,002) dan promosi (β = 0,494; p = 0,016). Sebaliknya, harga berpengaruh negatif dan signifikan terhadap loyalitas konsumen (β = −0,809; p < 0,001). Keempat variabel tersebut secara bersama-sama mampu menjelaskan 94,9% variasi loyalitas konsumen. Inovasi produk dan harga memiliki ukuran efek besar, sedangkan kualitas produk dan promosi memiliki ukuran efek kecil. Temuan ini menunjukkan bahwa loyalitas konsumen produk kulit lokal dapat diperkuat melalui inovasi yang relevan, kualitas yang konsisten, penetapan harga berbasis nilai, dan promosi yang autentik. Namun, tingginya korelasi antarkonstruk dan belum terpenuhinya validitas diskriminan mengharuskan besarnya koefisien diinterpretasikan secara hati-hati serta dikonfirmasi melalui pengujian HTMT dan VIF.
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