Memahami Persepsi Konsumen terhadap Shrinkflation pada Produk FMCG Understanding Consumer Perceptions of Shrinkflation in FMCG Products
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Penelitian ini menganalisis pengaruh shrinkflation dan perceived price fairness terhadap customer satisfaction dan switching intention dengan consumer trust sebagai variabel mediasi. Menggunakan pendekatan kuantitatif dan analisis SEM-PLS, penelitian ini melibatkan 150 responden yang pernah membeli produk FMCG yang mengalami shrinkflation. Hasil penelitian menunjukkan bahwa seluruh pengaruh langsung signifikan, di mana shrinkflation dan perceived price fairness terbukti menurunkan kepercayaan dan kepuasan konsumen sekaligus meningkatkan switching intention. Consumer trust memiliki pengaruh paling kuat terutama terhadap switching intention, menegaskan perannya sebagai fondasi hubungan jangka panjang konsumen–merek. Hasil mediasi menunjukkan bahwa perceived price fairness berpengaruh tidak langsung secara signifikan terhadap customer satisfaction dan switching intention melalui consumer trust, sementara shrinkflation hanya berpengaruh tidak langsung secara signifikan terhadap switching intention melalui trust. Temuan ini menegaskan pentingnya transparansi dan keadilan harga dalam mempertahankan kepercayaan konsumen, terutama pada kondisi inflasi ketika shrinkflation menjadi strategi umum produsen FMCG.
Kata Kunci: shrinkflation; perceived price fairness; consumer trust; customer satisfaction; switching intention
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DOI: https://doi.org/10.37531/yum.v9i1.10671
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