Analisis Perceived Price dan Quality sebagai Determinan Perceived Value Pengguna ChatGPT

Wayan Satya Pariana Buditama

doi:10.31004/riggs.v4i3.3222

Authors

Wayan Satya Pariana Buditama Universitas Udayana

DOI:

https://doi.org/10.31004/riggs.v4i3.3222

Keywords:

Perceived Price, Perceived Quality, Perceived Value, AI, ChatGPT

Abstract

Aplikasi kecerdasan buatan (AI) generatif, khususnya ChatGPT, telah mengalami adopsi yang masif dan mengubah cara pengguna mencari informasi serta berinteraksi dengan teknologi. Dalam pasar yang kompetitif ini, memahami perceived value pengguna menjadi krusial bagi penyedia layanan. Perceived value merupakan konsep penting bagi pemasar karena terbukti memengaruhi perilaku konsumen di setiap fase pembelian.Penelitian ini menganalisis faktor-faktor yang membentuk perceived value pengguna aplikasi AI ChatGPT, dengan fokus pada konteks pengguna di Provinsi Bali. Secara spesifik, studi ini menguji dampak perceived price dan perceived quality terhadap perceived value.Metodologi penelitian yang digunakan kuantitatif eksplanatif. Data dikumpulkan menggunakan kuesioner yang disebar kepada 100 responden pengguna ChatGPT, yang dipilih melalui metode purposive sampling. Teknik analisis data menggunakan Analisis Jalur dan Sobel test. Temuan utama menunjukkan bahwa perceived price tidak secara langsung memengaruhi perceived value. Sebaliknya, pengaruh perceived price terhadap perceived value dimediasi secara penuh (full mediation) oleh perceived quality. Secara spesifik, hasil analisis jalur membuktikan bahwa perceived price berpengaruh positif dan signifikan terhadap perceived quality, dan perceived quality kemudian berpengaruh positif dan signifikan terhadap perceived value. Implikasi praktis dari penelitian ini adalah memberikan rekomendasi strategis bagi penyedia layanan AI untuk meningkatkan perceived value pengguna, penetapan harga misalnya untuk layanan premium tidak dapat berdiri sendiri dan harus memastikan bahwa harga yang mereka tetapkan sepadan dengan kualitas fitur, akurasi informasi, dan keandalan.

Downloads

Download data is not yet available.

References

. Agarwal, Sanjeev., dan Teas,R Kenneth. 2001. Perceived Value: Mediating Role of Perceived Risk. Journal of Marketing Theory and Practice, 9, 1-14.

Agustina, Liza., dan Chandra, Carolina. 2011. Analisis Switching Intentions Pengguna Jasa Layanan Rumah Kos di Siwalankerto: Perspektif Kualitas Layanan dan Kepuasan Pelanggan. Jurnal Manajemen Pemasaran, 6, 22- 31.

Alford, Bruce., dan Biswas, Abhijit. 2002. The Effect of Discount Level, Price Consciousness and Sale Proneness on Consumers' Price Perception and Behavioural Intention. Journal of Business Research, 55, 775-783.

Al-Abdullatif, A. M., & Alsubaie, M. A. (2024). ChatGPT in Learning: Assessing Students’ Use Intentions through the Lens of Perceived Value and the Influence of AI Literacy. Behavioral Sciences, 14(9), 845. https://doi.org/10.3390/bs14090845

Arifin, Saiful., Suharyono., dan Wilopo. 2013. Pengaruh Perceived Price dan Perceived Value Pada Produk Bundling Terhadap Minat Beli. Jurnal Administrasi Bisnis, 1, 168-176.

Beneke, Justin., Flynn, Ryan., Greig Tamsin., dan Mukaiwa, Melissa. 2013. The Influence of Perceived Product Quality, Relative Price and Risk on Customer Value and Willingness to Buy: A Study of Private Label Merchandise. Journal of Product and Brand Management. 22, 218- 228.

Chandra, Kartika. 2015. Analisis Pengaruh Variabel Green Marketing Awareness dan Perceived Innovation Terhadap Buying Decision Melalui Perceived Quality, Perceived Risk dan Perceived Value Konsumen Oriflame di Surabaya. E- Jurnal Manajemen Universitas Pelita Harapan, 12, 16-21.

Chen, Zhan., dan Dubinsky, Alan. 2003. A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation. Journal Psycholgy and Marketing, 20, 323-347.

Dodds, William., Monroe, Kent., dan Grewal, Dhruv. 1991. Effects of Price, Brand and Store Information on Buyer's Product Evaluations. Journal of Marketing Research, 28, 307-319.

Ghozali, Imam. 2013. Aplikasi Analisis Multivariate Dengan Program SPSS, Edisi. Ketujuh, Semarang: Badan Penerbit Universitas Diponegoro.

Hee, Woong Kim., Xu, Yunjie., dan Sumeet, Supta. 2012. Which is More Important in Internet Shopping, Perceived Price or Trust? Electronic Commerce Reserach and Applications, 11, 241-252.

Kain, John., dan Quigley, John M.. 1970. Measuring the Value of Housing Quality. Journal of the American Statistical Association, 65, 532-548.

Kotler, Phillip., dan Keller, Kevin L. 2009. Manajemen Pemasaran. Jakarta: Erlangga.

Liu, J W., Chang, Jamie Y.T., Tsai, Jacob C.A., dan Jiang, James J. 2015. Does Perceived Value Mediate the Relationship Between Service Traits and Clien Satisfaction in the Software-as-a Service (SaaS) ? Open Journal of Social Science, 3, 159-165.

Milfelner, Borut., Snoj, Boris., dan Korda, Aleksandra Pisnik. 2009. Measurment of Perceived Quality, Perceived Value, Image and Satisfaction Interrelation of Hotel Services: Comparison of Toursit From Slovenia and Italy. Journal of Faculty Economic and Business Maribor,40,605-624.

Nor, Hazlin., Abidin, Nurazariah., dan Borhan, Hafizzah Bashira. 2016. Perceived Quaity and Emotional Value That Influence Consumer's Purchase Intention Towards American and Local Product. Procedia Economic and Finance, 35, 639-643.

Oh, Haemoon. 1999. Service Quality, Customer Satisfaction and Customer Value: A Holistic Perspective. International Journal of Hospitality Management, 18, 67-82.

Pepadri, Isman. 2002. Pricing is the Moment of Truth- All Marketing Comes to Focus in the Pricing Decision. Usahawan, 10, 16-19.

Putra, Agus Surya Setiawan., dan Suryani, Alit. 2015. Peran Green Trust dalam Memediasi Green Perceived Value terhadap Green Purchase Behaviour Pada Produk Organik. E-Jurnal Manajemen Unud. 4, 3015-3036.

Riviere, Arnaud., dan Mencarelli, Remi. 2012. Toward a Theoretical Clarification of Perceived Value in Marketing. Recherche et Applications en Marketing, 27, 97-122.

Riviere, Arnaud. 2015. Towards A Model of The Perceived Value of Innovation: The Key Role Of Perceived Benefits Ahead of The Adoption Process. Recherche et Applications en Marketing (English Edition), 30, 5-27.

Sardesai, D’Souza, & Govekar. (2024). Dampak artificial intelligence service quality (AISQ) pada kepuasan pelanggan di sektor perhotelan. Binus University Online Business Management.

Sekaran, Uma. 2006. Research Methods for Business (Metodologi Penelitian Untuk Bisnis). Jakarta: Salemba Empat.

Setyawan, Budi. 2010. Pengaruh Perceived Quality, Perceived Sacrifice, Perceived Value, Satisfaction Pada Behavioural Intentions. E-jurnal Manajemen UNS, 32, 23-31.

Shwu, Ing Wu., dan Yen, Jou Chen. 2014. The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6, 81-100.

Sopian. 2014. Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (Cup) Merek Daira di STIE Mulia Darma Pratama Palembang. Jurnal Wahana Media Ekonomika, 11, 37-53.

Subagio, Hartono., dan Saputra, Robin. 2012. Pengaruh Perceived Sacrifice Quality, Perceived Value, Satisfaction, dan Image terhadap Customer Loyalty (Studi Kasus Garuda Indonesia). Jurnal Manajemen Pemasaran, 7, 42-52.

Sugiyono. 2014. Metode Penelitian Bisnis. Bandung: Alfabeta.

Suliyanto. 2005. Analisis Data Dalam Aplikasi Pemasaran. Bogor: Ghalia Indonesia.

Sutanto, Roni. 2010. Analisis Pengaruh Reference Price dan Actual Price Terhadap Perceived Value dan Willingness To Buy (Studi Pada Promo Diskon 50% Produk Fashion Matahari Department Store di Kota Surakarta). E-jurnal Manajemen UNS, 31, 20-32.

Sweeney, Jillian C., dan Soutar, Geoffrey N. 2001. Consumer Perceived Value: The Development of A Multiple Item Scale. Journal of Retailing, 77, 203-220.

Tam, J. L. 2004. Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model. Journal of Marketing Management, 20, 897-917.

Utama, Made Suyana. 2014. Aplikasi Analisis Kuantitatif: Edisi Kedelapan.Denpasar: Fakultas Ekonomi Universitas Udayana.

Utami, S. M., Komariah, K., & Danial, R. D. M. (2022). Analisis Short Video Marketing Dan Persepsi Merek Terhadap Minat Beli. Jurnal Nusantara Aplikasi Manajemen Bisnis, 3, 1655–1660.

Wichman, Casey J. 2014. Perceived Price in Residential Water Demand: Evidence From A Natural Experiment. Journal of Economic Behaviour and Organization. 23, 1-16.

Wijaya, Andrew., Semuel, Hatane., dan Japarianto, Edwin. 2013. Analisa Pengaruh Perceived Quality terhadap Perceived Value Konsumen Pengguna Internet Mobile XL di Surabaya. Jurnal Manajemen Pemasaran Petra, 1, 1-12.

Yulyani, Ninik. 2014. Pengaruh Kualitas Layanan terhadap Kepuasan dan Dampaknya terhadap Switching Intention Pengguna Jasa Rumah Kos di Kawasan Telkom University Tahun 2014. Jurnal Manajemen Bisnis Telekomunikasi