Nilai persepsian :: Peranan risiko persepsian sebagai variabel mediator
WAHYUDI, Lilik, Dr. B.M. Purwanto, MBA
2005 | Tesis | S2 ManajemenPenelitian ini meneliti bagaimana pengaruh indikator ekternal (harga, merek, garansi dan negara asal) terhadap evaluasi produk yang dilakukan oleh konsumen pada tingkat informasi yang berbeda beda. Untuk memahami pengaruh indikator ekternal, dikembangkan kerangka konseptual mengenai sumbar yang menjembatani dampak antara indikator ekternal terhadap pemrosesan informasi konsumen.Dengan menggunakan beberapa treatments 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 disain ekperimen untuk menguji peran dari indikator ekternal, kualitas persepsian, pengorbanan persepsian, dan risiko persepsian terhadap nilai persepsian dari produk. Hasil dari eksperimen yang melibatkan 277 mahasiwa S1 mendukung model hipotesis mengenai kualitas persepsian, pengorbanan persepsian yang memediasi hubungan antara indikator ekternal 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 dari eksperimen juga menunjukkan bahwa kualitas persepsian dan pengorbanan persepsian menunjukkan pola yang tergantung pada indikator ekternal 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. To understand the effects external cues, a conceptual framework incorporating the resource effects of external cues on consumers’ information processing is developed. Using several treatments as the attribute information to be evaluated, specific hypotheses about the effects of external cues on the relationship between price, 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 results of the experiments involving 277 undergraduate students 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 results of an experiment also shown that perceptions of quality and monetary sacrifice exhibit different response patterns depending on the external cues and subjects’ involvement to process information.
Kata Kunci : Indikator Eksternal, Kualitas Persepsian, Pengorbanan Persepsian, Risiko Persepsian, Nilai Persepsian, External Cues, Perceived Quality, Perceived Sacrifice, Perceived Risk, Perceived Value