Pengaruh Product Failure Dan Product Recall Terhadap Purchase Intention Dengan Mediasi Customer Perception Pada Industri Otomotif
Abstract
Abstrak
Seiring meningkatnya kompetisi global dan ekspansi bisnis ke pasar internasional, perusahaan atau industri semakin bergantung terhadap fleksibilitas rantai pasok. Manajemen rantai pasok atau Supply Chain Management (SCM) merupakan sebuah proses yang melibatkan seluruh pihak, kegiatan, atau informasi, baik langsung atau tidak langsung, dalam pemenuhan permintaan pelanggan yang dimana satu kegiatan diantaranya terlibat langsung dengan kegiatan produksi. Aliran rantai pasok menjadi semakin kompleks sehingga menimbulkan risiko yang signifikan terutama dalam aspek keamanan dan kualitas produk yang diproduksi. Product recall telah menjadi strategi perusahaan dalam memulihkan citra perusahaan serta memahami reaksi konsumen. Artikel ini membahas mengenai pengaruh kegagalan produk serta tindakan penanggulangan perusahaan yang memiliki konotasi negatif dalam masyarakat terhadap persepsi pelanggan yang secara tidak langsung mempengaruhi minat beli pelanggan. Penelitian menggunakan merek otomotif internasional dengan menguji data dari 171 responden yang dikumpulkan dengan platform googleform. Data yang dikumpulkan diuji dengan memanfaatkan aplikasi SMART PLS 3. Hasil penelitian menyimpulkan bahwa variabel product failure dan product recall memiliki pengaruh signifikan terhadap customer perception yang berperan untuk menengahi atau memediasi antara variabel independen dengan variabel dependen, yaitu purchase intention. Sedangkan, product failure tidak terbukti memiliki pengaruh signifikan positif terhadap purchase intention.
Kata kunci: Kegagalan Produk, Penarikan Produk, Persepsi Pelanggan, Minat Beli Pelanggan
Abstract
As global competition increases and business expands into international markets, companies or industries are increasingly depending on supply chain flexibility. Supply chain management or Supply Chain Management (SCM) is a process that involves all parties, activities or information, either directly or indirectly, in fulfilling customer requests where one of the activities is directly involved with production activities. Supply chain flows are becoming increasingly complex, causing significant risks, especially in terms of safety and product quality. Product recalls have become the company's strategy in restoring the company's image and understanding consumer reactions. This article discusses the effect of product failure and the company's countermeasures which have a negative connotation in society on customer perceptions which indirectly affect customer buying interest. This research uses international automotive brands by examining data from 171 respondents collected using the Googleform platform. The data collected was tested by utilizing the SMART PLS 3 application. The results of the study concluded that variable product failure and product recall have a significant influence on customer perception which helps to mediate or mediate between the independent variable and the dependent variable, namely purchase intention. Meanwhile, product failure fails proven to have any positive significant effect towards purchase intention.
Keywords : Product Failure, Product Recall, Customer Perception, Purchase Intention
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DOI: https://doi.org/10.52643/jam.v13i3.3125
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