Analisis faktor-faktor yang mempengaruhi Perceived Risk pada produk dan aktivitas yang berisiko

SARTIKA, Emilda, Bayu Sutikno, SE.,MSM

2005 | Tesis | Magister Manajemen

Risiko sering dipertimbangkan oleh konsumen ketika mereka akan mengkonsumsi produk atau jasa yang berhubungan dengan fisik mereka. Produk dapat dikategorikan aman jika risiko yang dievaluasi dapat diterima. Konsumen sering menerima konsekuensi negatif dari suatu produk, sebab suatu produk yang dinilai aman bukan berarti tanpa risiko. Perceived risk merupakan salah satu faktor yang dapat mempengaruhi pembelian. Penelitian ini menguji faktor-faktor penentu persepsi konsumen yang terkait dengan risiko kesehatan dan keamanan, dengan mengacu model perceived risk yang dikembangkan oleh Oglethorpe (1994). Variabel yang diteliti meliputi probability of outcome dan severity of outcome dan variable tambahan yaitu availability, controllability, dreadedness, refersibility dan catastrophic potential. Peneliti menguji model Oglethorpe (1994) ini pada produk dan aktivitas yang meliputi arung jeram, panjat tebing, minuman keras, rokok, MSG dan kosmetik. Hasil pengujian menunjukkan bahwa untuk variabel-variabel availability, controllability, dreadedness, refersibility dan catastrophic potential menunjukkan hasil yang berbeda-beda untuk setiap produk. Sedangkan untuk probability of outcome dan severity of outcome berpengaruh secara signifikan terhadap perceived risk dan hasil ini kontinyu untuk setiap produk.

Risks often considered by consumer as when they would consume the products or services related to their physical. Products could be categorized safe if the risk to be evaluated was acceptable. Consumer often accepted the negative consequences from a product, because a safety product was not means without risk. Perceived risk represent one of the factors that could influence the purchasing. This research tested the determinant factors of consumer’s perception related to the risk of health and safety, referring to the model of perceived risk developed by Oglethorpe (1994). Variables to be examined covering the probability of outcome and severity of outcome; and additional variables i.e., availability, controllability, dreadedness, reversibility, and catastrophic potential. The researcher tested this model of Oglethorpe (1994) on the products and activities which covering whitewater rafting, rock climbing, liquors, cigarettes, monosodium glutamate (MSG), and cosmetics. Result of the examination indicated that for the variables of availability, controllability, dreadedness, reversibility, and catastrophic potential showed different results to each product. While for the probability of outcome and severity of outcome have a significant effect to perceived risk and its result was continued to each product.

Kata Kunci : Perceived Risk,Probability of Outcome,Severity of Outcome,perceived risk, Oglethorpe Model, probability of outcome and severity of outcome