Analisis pengaruh Perceived Risk terhadap aktivitas pengurangan risiko pada proses pengambilan keputusan pembelian

WULANDARI, A. Ratna, Dr. BM. Purwanto, MBA

2001 | Tesis | S2 Manajemen

Penelitian ni menguji sebuah model perceived risk dan aktivitas pengmngan risiko. Dalam model penelitian ini aktivitas pengurangan risiko dipengaru€u oleh lima faktor yaitu product category risk (PCR),p roduct SpeciJFc risk (SR), manfaat (Benef), biaya (cost), dan ketidakmampuan konsumen dalam mengurangi risiko keuangan (ML). Model penelitian ini menggunakan model penelitian Dowling dan Staelin (1 994) dalam artikelnya yang berjudd "A Model of Perceived Risk ang Intended Risk - Handling Activity". Alat analisis yang cligwdm dalam pmelitian ini adalah multiple regression dan analysis of variance. Data penelitian diperoleh dari mahaskwi Program Magister Sains Ekonomi IESP, Manajemen dan Akuntansi Universitas Gadjah Mada. Desain penelitian yang digunakan adalah desain kuasi eksperimental dengan metode puper andpencil aaperiment. Hasil penelitian menmjukkan bahwa product category risk (PCR), prochrct spec& risk (SR), manfaat (Benef), biaya (cost), dm ketidakmampuan konsumen dahm mengurangi risiko keuangan (ML) berpengaruh secara signifikan terhadap aktivitas pengurangan risiko (USE). Dan setelah diberikan suatu treatmen berupa kenaikan harga terdapat perbedaan yang signifikan persepsi konsumen terhadap product peci@c risk (SR), manfaat (Benef), ketidakmampuan konsumen dalam mengurangi risiko keuangan (ML) dan aktivitas pengurangan risiko (USE) sebelum dan sesudah treatmen. Tetapi persepsi konsumen mengenai biaya aktivitas pengurangan (COST) tidak berbeda secata signifikan sebelum dan sesudah treatmen.

This research examined a model of perceived risk and risk reductions activity. Risk reductions activity were Wenced by five factors, namely, product category risk (PCR), product spedic risk (SR), benefit (BENEF), Cost and Monetary Loss (ML,). The research model by use Dowhg and Staelin's Model in their article, with a title "A Model of Perceived Risk and Intended Risk - Handling Activity". For exambhg the hypothesis, the researcher use analysis multiple regression and analysis of Variance. The subject were women students in the Master of Science in ESP, Management and Accountancy Gadjah Madder University. The research design was the paper and pencil experiment method. The results of this research showed that product category risk (PCR), product spe&c risk (SR), benefit (BENEF), and cost and monetary loss (ML) slgruEicantly influenced to risk reduction activity (USE). Fwthermore, there were sgmficantly differencies before and after treatment on consumers' perception of product specific risk (SR), benefit (BENEF), monetary loss (ML), and risk reduction activity (USE). However, consumers perception an cost of reduction activiv was not significantly different before and after treatment

Kata Kunci : Persepsi Konsumen, Keputusan Pembelian, Perceived Risk, perceived risk, product category risk, product s m c risk, benefit , Cost, Monetary Loss and risk reductions activity