Analisis afktor-faktor yang mempengaruhi Perceived Risk pada produk obat pelangsing

SENTOSA, Gumilar, Bayu Sutikno, SE.,MSM

2006 | Tesis | Magister Manajemen

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, reversibility, drededness dan catastrophic potential. Model penelitian ini adalah model yang dikemukakan oleh Oglethorpe (1994) dalam artikelnya yang berjudul “Determinant of Perceived Health and Safety Risk of Selected Hazardous Product and Activities”. Dengan menggunakan analisis regresi berganda dalam program SPSS 14.0, hasil penelitian ini mendukung penelitian-penelitian yang telah dilakukan sebelumnya walaupun ada beberapa faktor yang tidak terbukti secara signifikan dalam penelitian ini, yakni bahwa availability, controllability, reversibility, dreadedness dan catastrophic potential adalah faktor-faktor yang perlu dipertimbangkan dalam memahami perceived risk pada konsumen, bukan hanya faktor probability of outcome dan severity of outcome. Disamping itu, dalam penelitian ini diamati pula pengaruh langsung atau tidak langsung dari faktor-faktor availability, controllability, reversibility, dreadedness dan catastrophic potential terhadap perceived risk. Hasil penelitian menunjukkan bahwa availability, reversibility, dan catastrophic potential berpengaruh 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, reversibility, 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 multiple regression in SPSS 14.0 program, the result supports previous research although several factors insignificant influence on this research, availability, controllability, dreadedness, reversibility 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, reversibility and catastrophic potential on perceived risk. Such finding shows that availability, reversibility and catastrophic potential influence on perceived risk through probability of outcome and severity of outcome.

Kata Kunci : Perilaku Konsumen,Perceived Risk, Perceived risk, availability, controllability, reversibility, dreadedness and catastrophic potential