Nilai persepsian: peran resiko persepsian sebagai variabel mediator
Wahyudi, Lilik (Adv.: Dr. B.M. Purwanto, MBA), Dr. B.M. Purwanto, MBA
Penelitian ini meneliti bagaimana pengaruh indikator ektemal (harga, merek, garansi dan negara asal) terhadap evaluasi produk yang dilakukan oleh konsumen pada tingkat informasi yang berbeda beda. Untuk memahami pengaruh indikator ektemal, dikembangkan kerangka konseptual mengenai sumbar yang menjembatani dampak antara indikator ekternal terhadap pemrosesan informasi konsumen. Dengan menggunakan beberapa treatments (kombinasi harga, merek, garansi dan negara asal) sebagai artibut informasi untuk dievaluasi, dikembangkan hipotesis mengenai dampak indikator ekternal terhadap hubungan antara harga, kualitas persepsian konsumen, pengorbanan persepsian, risiko persepsian dan nilai persepsian.
Hasil penelitian dihasilkan melalui disam eksperimen untuk menguji peran dari indikator ektemal, kualitas persepsian, pengorbanan persepsian, dan risiko persepsian terhadap nilai persepsian dari produk. Penelitim ini melibatkan 277 responden. Hasil dari eksperimen mendukung model hipotesis mengenai kualitas persepsian, pengorbanan persepsian yang memediasi hubungan antara indikator ektemal seperti harga, merek, garansi dan negara asal. Hasil penelitian juga menunjukkan adanya peranan risiko kinerja dan risiko keuangan seabgai variabel mediator antara kualitas persepsian, pengorbanan persepsian dan nilai persepsian. Hasil eksperimen juga menunjukkan bahwa kualitas persepsian dan pengorbanan persepsian menunjukkan pola yang tergantung pada indikator ektemal dan tingkat keterlibatan responden dalam memproses informasi.
This research examines how external cues (Price, Brand, Warranty and Country of origin) influence consumers' product evaluations over different levels of information. A Conceptual framework incorporating the resource effects of external cues on consumers' information processing is developed. Using several treatments (combination of price, brand name, country of origin and wananty) as the attribute information to be evaluated, specific hypotheses about the effects of external cues on the relationship between consumers' perceptions of quality, perceptions of sacrifice, perceived risk and perceived value are proposed.
The study reports the results of experiments designed to test the role of external cues, perceived quality, perceived sacrifice, and perceived risks on consumers' perceptions of product value. The subject of this research are 277 undergraduate students. The results of the experiments support the hypothesized model that suggests that perceived quality and perceived sacrifice mediate the relationships between extrinsic cues such as price, brand, warranty, and country-of-origin--and perceived performance risk and financial risk. In addition, the results indicate that perceived performance risk and financial risk mediate the relationships that perceived quality and perceived sacrifice have with perceived value. The experiments also showed that perceptions of quality and monetary sacrifice exhibit different response patterns depending on the external cues and subjects' involvement to process information.
Kata Kunci : External Cues, Perceived Quality, Perceived Sacrifice, Perceived Risk and Perceived Value, Indikator Ekstemal, Kualitas Persepsian, Pengorbanan Persepsian, Risiko Persepsian dan Nilai Persepsian
