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Vol. 1 No. 2 (2026): Desember

Articles

Price and Product Quality as Determinants of Customer Satisfaction: A Fashion SME Case Study

D Dewi Hermawati M Miftahul Jannah
23 June 2026 Vol. 1 No. 2 (2026): Desember https://doi.org/10.35912/jusiam.v1i2.6842
Abstract

Purpose: This study examines how price and product quality shape customer satisfaction at Fashion Outlet Rantauprapat (FOR), a Small and Medium Enterprise (SME) fashion retailer in Aek Tapa, North Sumatra, Indonesia.
Methodology: A qualitative descriptive case study was conducted using unstructured interviews with six purposively selected informants (the owner, two employees, and three regular customers), direct observation between 20 and 25 October 2023, and documentary review of monthly sales for the 2023 calendar year. Data were analyzed through the Miles and Huberman interactive model of data reduction, data display, and verification, supported by source triangulation.
Results: Both determinants positively influenced satisfaction. Value aligned, multi-tier pricing made prices feel commensurate with quality, while consistent quality and trend aligned stock curation drove repeat purchases and loyalty. Sales rose continuously from IDR 10,500,000 in January to IDR 18,250,000 in December, totaling IDR 176,409,000, a 73.8% annual increase. Conclusions: Competitive pricing and consistent product quality jointly generate satisfaction, loyalty, and steady revenue growth at FOR, with quality emerging as the dominant retention driver. Limitations: The single store purposive design with six informants limits statistical generalization and reflects interpretive judgement without quantitative validation.
Contributions: The study supplies contextual, informant grounded evidence on price and quality as satisfaction determinants for Indonesian SME fashion retailers in secondary cities and enriches the SME marketing management literature.

Keywords: Customer Satisfaction Fashion Retail Price Product Quality SME
How to Cite
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Hermawati, D. ., & Jannah, M. . (2026). Price and Product Quality as Determinants of Customer Satisfaction: A Fashion SME Case Study. Jurnal Sistem Informasi Akuntansi Dan Manajemen, 1(2), 13–24. https://doi.org/10.35912/jusiam.v1i2.6842
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