PEMODELAN ASYMMETRIC PREFERENCES DALAM PEMILIHAN FACE WASH RAMAH LINGKUNGAN DENGAN ATRIBUT JENIS KEMASAN, JENIS BAHAN BAKU, MEREK, DAN HARGA

Nurul Chairunisa, Ir. Yun Prihantina Mulyani, S.T., M.Sc., Ph.D.

2024 | Skripsi | TEKNIK INDUSTRI

Saat ini, minat terhadap produk ramah lingkungan semakin meningkat namun perilaku pembelian belum tentu sejalan dengan kecenderungan ini. Serta seiring meningkatnya penggunaan face wash, ada kebutuhan yang mendesak untuk meneliti tentang preferensi konsumen akan face wash yang ramah lingkungan.

Penelitian ini bertujuan untuk memodelkan asymmetric preferences konsumen untuk produk face wash, meneliti pengaruh faktor jenis bahan, jenis packaging, brand, dan harga terhadap keputusan pembelian face wash ramah lingkungan di Indonesia dan tingkat willingness-to-pay konsumen untuk membeli upgraded product dari reference point saat ini. Berdasarkan Prospect Theory, setiap orang memiliki persepsi yang berbeda-beda mengenai keuntungan (kondisi improving) dan kerugian (kondisi worsening) sesuai tingkat referensi yang dimiliki. Untuk meneliti hal tersebut, penelitian ini melakukan stated choice experiment pada individu berumur 17-26 tahun yang pernah menggunakan face wash di Indonesia. Model mixed logit digunakan untuk menganalisis preferensi konsumen.

        Dari analisis mixed logit, dapat diketahui bahwa konsumen cenderung memiliki preferensi asimetris dalam pemilihan face wash dan semua faktor berpengaruh signifikan kecuali harga kondisi improving dalam keputusan pembelian face wash. Selain itu, Ada kecenderungan konsumen untuk memberikan nilai yang lebih besar pada atribut-atribut face wash kondisi worsening daripada kondisi improving yang ditunjukkan dari nilai compensation cost kondisi worsening yang lebih besar daripada WTP improving.

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In recent years, there is an increasing interest in green products but consumers’ buying behavior not always reflect on this tendency. As the demand of face wash continue to grow, there is a need to study consumer’s preferences in purchase of green face wash.

This research aims to model asymmetric consumer preferences for face wash products and study the influence of the ingredient type, packaging type, brand, and price on purchasing decision environmentally friendly face wash in Indonesia and the level of willingness-to-pay of consumers to buy upgraded products from the current reference point. As outlined in prospect theory, individuals perceive upgrades and improvements differently from downgrades and worsening concerning the reference level. To investigate it, this research conducted a stated choice experiment on individuals aged 17-26 years who have used face wash in Indonesia. A mixed logit model is used to analyze consumer’s preferences.

The results show that consumers tend to have asymmetrical preference in face wash selections and all factors are significant except for price for improving condition attribute in green face wash purchase decision. In addition, there is a tendency for consumers to give greater value to worsening than improving face wash attributes as indicated by the compensation cost value for worsening condition which is greater than the WTP for improving condition.

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Kata Kunci : Asymmetric Preference, Prospect Theory, Stated Choice Experiment, Reference-dependent behavior, Face Wash