Analisis Pengaruh Pereceived Risk terhadap Aktivitas Pengurangan Risiko pada Proses Pengambilan Keputusan Pembelian

A.Ratna Wulandari (Adv:Dr. BM. Purwanto, MBA), Dr.BM.Purwanto, MBA

2001 | Tesis | S2 Management

Penelitian ini menguji sebuah model perceived risk dan aktivitas pengurangan risiko. Dalam model penelitian ini akiivitas pengurangan risiko dipengaruhi oleh lima faktor yaitu product category risk (PCR), product specific risk (SR), manfaat (Benet), biaya (cost), dan ketidakmampnan konsumen dalam mengurangi risiko keuangan (ML). Model penelitian ini menggunakan model penelitian Dowling dan Staelin (1994) dalam artikelnya yang berjudul Model of Perceived Risk ang Intended Risk Handling Activity". Alat analisis yang digunakan dalam penelitian ini adalah multiple regression dan analysis of variance. Data penelitian diperoleh dari mahasiswi Program Magister Sains Ekonomi IESP, Manajemen dan Akuntansi Universitas Gadjah Mada. Desain penelitian yang digunakan adalah desain kuasi eksperimental dengan metode paper and pencil experiment.Hasil penelitian menunjukkan bahwa product category risk (PCR}, product specific risk (SR), manfaat (Benet), biaya (cost), dan ketidakmampuan konsumen dalam mengurangi risiko keuangan (ML) berpengaruh secara signifikan terhadap aktivitas pengurangan risiko (USE). Dan setelah diberikan suatu treatmen berupa kenaikan harga terdapat perbedaan yang signifikan persepsi konsumen terhadap product specific risk (SR), manfaat (Benet), ketidakmampuan konsumen dalam mengurangi risiko keuangan (ML) dan aktivitas pengurangan risiko (USE) sebelum dan sesudah treatmen. Tetapi persepsi konsumen mengenai biaya aktivitas pengurangan (COST) tidak berbeda secara signifikan sebelum dan sesudah treatmen.

This research examined a model of perceived risk and risk reductions activity. Risk reductions activity were influenced by five factors, namely, product category risk (PCR), product specific risk (SR), benefit (BENEF), Cost and Monetary Loss (ML). The research model by use Dowling and Staelin's Model in their article, with a title "A Model of Perceived Risk and Intended Risk- Handling Activity". For examining the hypothesis, the researcher use analysis multiple regression and analysis of variance. The subject were women students in the Master of Science in IESP, Management and Accountancy Gadjah Mada University. The research design was the paper and pencil experiment method. The results of this research showed that product category risk (PCR), product specific risk (SR), benefit (BENEF), and cost and monetary loss (ML) significantly influenced to risk reduction activity (USE). Furthermore, there were significantly differencies before and after treatment on consumers' perception of product specific risk (SR), benefit (BENEF), monetary loss (ML), and risk reduction activity (USE). However, consumers perception on cost of reduction activity was not significantly different before and after treatment.

Kata Kunci : persepsi konsumen, perceived risk, product category risk, product specific risk, manfaat, biaya, ketidakmampuan konsumen dalam mengurangi risiko keuangan dan aktivitas pengurangan risiko.