PENGARUH RISK REDUCING STRATEGIES TERHADAP PURCHASE LIKELIHOOD MELALUI MEDIASI RISK PERCEPTION MI INSTAN DI SURABAYA
Abstract Views:
163 times
PDF - FULL TEXT Downloads:
136 times
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Risk Reducing Strategies terhadap Purchase Likelihood melalui mediasi oleh Risk Perception mi instan di Surabaya. Penelitian ini menggunakan Structural Equation Modeling (SEM) dengan software LISREL versi 8.7. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik non probability sampling dengan jenis quota sampling. Penelitian ini menggunakan survei dengan mengumpulkan data dengan menanyakan langsung kepada responden melalui kuesioner. Jumlah sampel dalam penelitian ini adalah 110 responden. Hasil penelitian ini menunjukkan adanya pengaruh negatif Risk Reducing Strategies ‟price discount‟ terhadap Risk Perception dan Risk Perception terhadap Purchase Likelihood mi instan di Surabaya. Risk Reducing Strategies „brand‟, „quality assurance‟, „information‟, dan „post purchase control‟ tidak berpengaruh signifikan terhadap Risk Perception.
Downloads
References
Bettman, J.R., 1973, Perceived Risk and Its Components: A Model and Empirical Test, Journal of Marketing Research, Vol 10: p.184-190.
Dimara, E. dan D. Skuras, 2005, Consumer Demand for Informative Labeling of Quality Food and Drink Products: A European Union Case Study, Journal of Consumer Marketing, Vol 22: p.90-100.
Elsevier Academic Press, 2004, Advances in Food and Nutrition Research Volume 48, Elsevier Inc., p.119.
Ferdinand, A., 2002, Structural Equation Modeling Dalam Penelitian Manajemen Aplikasi Model-Model Rumit Dalam Penelitian Untuk Tesis Magister dan Disertasi Doktor, Fakultas Ekonomi UNDIP, Semarang.
Ghozali, I., 2005, Structural Equation Modeling: Teori, Konsep & Aplikasi Dengan Program LISREL 8.54, Badan Penerbit Universitas Diponegoro, Semarang.
Hair, J.F., W.C. Black, B.J. Babin, R.E. Anderson, R.L. Tatham, 2006, Multivariate Data Analysis, 6th Edition, Pearson Education International, New Jersey.
Hooper, D., J. Coughlan, dan M.R. Mullen, 2008, Structural Equation Modelling: Guidelines for Determining Model Fit, The Electronic Journal of Business Research Methods, Vol 6: p.53-60.
Longino, Eric, 2007, The Determinants of Sales Organization Effectiveness in Pharmaceutical Industry, Boca Raton, USA.
Mahon, D., dan C. Cowan, 2004, Irish Consumers‟ Perception of Food Safety Risk in Minced Beef, British Food Journal, Vol 106: p.301-312.
Roselius, T., 1971, Consumer Ranking of Risk Reduction Methods, Journal of Marketing, Vol 35: p.56-61.
Schiffman, L.G., dan L.L. Kanuk, 2007, Consumer Behavior, 11th Edition, Pearson Prentice Hall International, New Jersey.
Wansink, B., 2004, Consumer Reactions to Food Safety Crises, Advances in Food and Nutrition Research, Vol 48: p.103-150.
Wijanto, S.H., 2008, Structural Equation Modeling dengan Lisrel 8.8, Graha Ilmu, Yogyakarta.
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
