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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh nilai fungsional, nilai sosial, nilai emosional, dan nilai lingkungan terhadap loyalitas pembelian konsumen Starbucks di Kota Makassar. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa keempat dimensi nilai konsumsi secara simultan berpengaruh signifikan terhadap loyalitas pembelian, dengan nilai koefisien determinasi (R²) sebesar 0,638. Secara parsial, semua variabel bebas menunjukkan pengaruh positif dan signifikan, di mana nilai emosional tercatat sebagai dimensi yang paling dominan. Temuan ini menguatkan Theory of Consumption Value yang menyatakan bahwa keputusan pembelian tidak hanya ditentukan oleh pertimbangan rasional, tetapi juga dipengaruhi oleh faktor afektif, sosial, dan lingkungan. Starbucks dinilai berhasil membangun loyalitas melalui kombinasi nilai-nilai tersebut, yang relevan dengan preferensi konsumen masa kini. Penelitian ini memberikan implikasi praktis bagi pengembangan strategi pemasaran berbasis nilai serta kontribusi teoritis dalam memperluas kajian loyalitas konsumen di sektor jasa. Keterbatasan penelitian meliputi ruang lingkup geografis dan jumlah sampel yang terbatas, sehingga disarankan dilakukan studi lanjutan dengan cakupan yang lebih luas dan pendekatan metode campuran.
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References
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- Joshi, Y., Sharma, R., & Kumar, A. (2021). Examining the role of emotional and functional value in green product consumption: A moderated mediation analysis. Journal of Retailing and Consumer Services, 59, 102378.
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- Tarigan, R. (2019). The influence of green perceived value on green purchase intentions through green satisfaction and green trust. Management Science Letters, 9(12), 2041–2050.
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- White, K., & Simpson, B. (2013). When do (and don't) normative appeals influence sustainable consumer behaviors? Journal of Marketing, 77(2), 78–95.
- Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
References
Afifudin, N., Badriah, L. S., & Wibowo, A. A. (2019). Teori nilai konsumsi dalam perilaku konsumsi masyarakat untuk pembelian barang virtual pada game online.
Bei, L. T., & Simpson, E. M. (1995). The determinants of consumers’ purchase decisions for recycled products: An application of acquisition-transaction utility theory. Advances in Consumer Research, 22, 257–261.
Connor-Smith, J. K., & Flachsbart, C. (2007). Relations between personality and coping: A meta-analysis. Journal of Personality and Social Psychology, 93(6), 1080–1107.
Ghozali, I. (2012). Aplikasi Analisis Multivariate dengan Program IBM SPSS 20. Semarang: Badan Penerbit Universitas Diponegoro.
Joshi, Y., Sharma, R., & Kumar, A. (2021). Examining the role of emotional and functional value in green product consumption: A moderated mediation analysis. Journal of Retailing and Consumer Services, 59, 102378.
Jiang, Y., Jun, M., & Yang, Z. (2022). The influence of consumption values on sustainable consumption behavior: A survey of Chinese urban consumers. Journal of Cleaner Production, 352, 131570.
Kilbourne, W. E., & Pickett, G. M. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885–893.
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260.
Luo, B., Li, L., & Sun, Y. (2022). Understanding the influence of consumers’ perceived value on energy-saving products purchase intention. Frontiers in Psychology, 12, 640376. https://doi.org/10.3389/fpsyg.2021.640376
Qasim, H., Yan, L., Guo, R., Saeed, A., & Ashraf, B. N. (2019). The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food. International Journal of Environmental Research and Public Health, 16(7), 1106. https://doi.org/10.3390/ijerph16071106
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
Tarigan, R. (2019). The influence of green perceived value on green purchase intentions through green satisfaction and green trust. Management Science Letters, 9(12), 2041–2050.
Wang, Y. (2017). Investigating the role of social value in organic food consumption: An empirical analysis. Sustainability, 9(6), 1040. https://doi.org/10.3390/su9061040
White, K., & Simpson, B. (2013). When do (and don't) normative appeals influence sustainable consumer behaviors? Journal of Marketing, 77(2), 78–95.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.