Analisis Faktor-Faktor Yang Mempengaruhi Perceived Risk Pada Produk Rokok
Kinorika Dewi (Pemb : Prof. Dr. Basu Swastha Dh., MBA), Prof. Dr. Basu Swastha Dh., MBA
Penelitian ini dilakukan untuk menguji model perceived risk. Dalam model penelitian ini, perceived risk dipengaruhi oleh faktor-faktor probability of outcome, severity of outcome, availability, controllability, reversability, dreadedness dan catastrophic potential. Model penelitian ini adalah model yang dikemukakan oleh Oglethorpe (1994) dalam artikelnya yang betjudul "Determinant of Perceived Health and Safety Risk of Selected Hazardous Product and Activities".
Dengan menggunakan alat analisis Structural Equation Modeling dalam program AMOS 4.1, hasil penelitian ini mendukung penelitian-penelitian yang telah dilakukan sebelumnya, yakni bahwa availability, controllability, reversability, dreadedness dan catastrophic potential adalah faktor-faktor yang perlu dipertimbangkan dalam memahami perceived risk pada konsumen, bukan hanya faktor probability of outcome dan severity 0f outcome. Disamping itu, dalam penelitian ini diamati pula pengaruh langsllng atau tidak langsung dari faktor-faktor availability, controllability, reversability, dreadedness dan catastrophic potential terhadap perceievd risk.
Hasil penelitian menunjukkan babwa availahility, controllability, dreadedness, reversabi/ity dan catastrophic potential berpcngaruh terhadap perceived risk melalui Probability of outcome dan severity of outcome.
This research is carried out to test the perceived risk model. On this research, perceived risk is influenced by factors of probability of outcome, severity of outcome, availability, controllability, reversability, dreadedness and catastrophic potential. The model of this research is firstly advanced by Oglethorpe (1994) in his article entitled "Determinant of Perceived Health and Safety Risk of Selected Hazardous Product and Activities".
By using analysis instrument of Structural Equation Modeling in AMOS 4.1 program, the results supports previous research, namely availability, controllability, dreadedness, reversability and catastrophic potential are factors that must be considered to understand perceived risk to consumer, hence the only factors is not probability and severity of outcome. Moreover, this research observes the direct and indirect effect of availability, controllability, dreadedness, reversability and catastrophic potential on perceived risk.
Such finding shows that availability, controllability, dreadedness, reversability, and catastrophic potential influence on perceived risk through probability of outcome and severity of outcome.
Kata Kunci : Risiko persepsian, Availability, Controllability, Reversability, Dreadedness, dan Catastrophic Potential
