PENGARUH PERSEPSI KONSUMEN KUALITAS PRODUK TENUN TRADISIONAL DAN HARGA TERHADAP KEPUASAN KONSUMEN DI SENTRA KAIN TENUN LOKAL

Abstract

Pringgasela traditional woven fabric is a local craft product with economic and cultural value. However, its development needs to consider consumers' perceptions of product quality and the prices offered. Therefore, consumer satisfaction is an important aspect in developing the marketing of local woven products. This study aims to analyze the effects of consumer perception, product quality, and price on consumer satisfaction with traditional woven fabrics in Pringgasela Village, East Lombok Regency, both partially and within the overall research model. This study employed a quantitative approach with a causal research design. Data were collected through questionnaires from 98 consumers selected using purposive sampling based on the criteria of having purchased Pringgasela traditional woven fabric, being at least 17 years old, and being willing to participate as respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 through measurement model and structural model evaluations and bootstrapping analysis. The results show that consumer perception, product quality, and price have positive and significant effects on consumer satisfaction. Price has the relatively strongest effect, followed by consumer perception and product quality. Overall, the findings indicate that consumer satisfaction with Pringgasela woven fabric is influenced by consumers' evaluations of the product, the quality received, and the suitability of the price with the value and benefits of the product. The findings imply that artisans should maintain the quality and distinctive characteristics of woven fabrics while setting prices that are consistent with product value and developing positive consumer perceptions.

ABSTRAK

Kain tenun tradisional Pringgasela merupakan produk kerajinan lokal yang memiliki nilai ekonomi dan budaya, tetapi pengembangannya perlu memperhatikan penilaian konsumen terhadap kualitas produk dan harga yang ditawarkan. Kondisi tersebut menjadikan kepuasan konsumen sebagai aspek penting dalam pengembangan pemasaran kain tenun lokal. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi konsumen, kualitas produk, dan harga terhadap kepuasan konsumen kain tenun tradisional di Desa Pringgasela, Kabupaten Lombok Timur, baik secara parsial maupun dalam model penelitian secara keseluruhan. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal. Data diperoleh melalui kuesioner dari 98 konsumen yang dipilih menggunakan teknik purposive sampling berdasarkan kriteria pernah membeli kain tenun tradisional Pringgasela, berusia minimal 17 tahun, dan bersedia menjadi responden. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.0 melalui evaluasi measurement model dan structural model serta pengujian bootstrapping. Hasil penelitian menunjukkan bahwa persepsi konsumen, kualitas produk, dan harga berpengaruh positif dan signifikan terhadap kepuasan konsumen. Harga menunjukkan pengaruh relatif paling kuat, diikuti persepsi konsumen dan kualitas produk. Secara keseluruhan, temuan menunjukkan bahwa kepuasan konsumen kain tenun Pringgasela dipengaruhi oleh penilaian konsumen terhadap produk, kualitas yang diterima, serta kesesuaian harga dengan nilai dan manfaat produk. Hasil penelitian memberikan implikasi bagi pengrajin untuk mempertahankan kualitas dan karakteristik khas tenun sekaligus menetapkan harga yang sesuai dengan nilai produk dan membangun persepsi positif konsumen.