2, September 2016
KEPERCAYAAN KONSUMEN
PADA PRODUK ORGANIK
Doni Purnama Alamsyah
AMIK BSI Bandung
doni.dpa@bsi.ac.id
ABSTRACT
Indonesia is one of country in ASEAN that has a quite crowded human population; one of its
provinces is West Java with Bandung as capital city. However, the high number of
population does not compensated by healthy lifestyle, seemed from the low of consumption
on organic product. The aim of this study reviews the factor which forms consumer
confidence on organic product. Confirmatory Factor Analysis is used as data analysis
technique, with survey on consumer that exists in Bandung city as much as 351 respondents.
The study result is found that consumer confidence on organic product is still not optimal.
This study makes perfect the previous research in which there is factor that can form
consumer confidence on organic product such as reliable, dependable, trustworthy,
expectation, environmental protection, and safer.
ABSTRAK
Indonesia merupakan salah satu negara di ASEAN yang memiliki populasi manusia cukup
padat, salah satu provinsinya adalah Jawa Barat dengan Ibu Kota Bandung. Namun demikian
jumlah populasi yang tinggi tidak diimbangi dengan pola hidup sehat, terlihat dari rendahnya
konsumsi pada produk organik. Tujuan penelitian ini mengkaji faktor yang membentuk
kepercayaan konsumen pada produk organik. Confirmatory Factor Analisys digunakan
sebagai teknik analisis data, dengan survey pada konsumen yang ada di Kota Bandung
sebanyak 351 reponden. Hasil penelitian ditemukan bahwa kepercayaan konsumen pada
produk organik belum optimal. Penelitian ini menyempurnakan penelitian sebelumnya
dimana terdapat faktor yang mampu membentuk kepercayaan konsumen pada produk
organik diantaranya adalah reliable, dependable, trustworthy, expectation, enviromental
protection, dan safer.
Tabel 1.
Teori Kepercayaan Konsumen
Peneliti Definisi
(Zand, 1972) “Dependent regulation of one's consciousness to others”
(Morgan & Hunt, 1994) “A group of people trust in a reliable exchange of interitas
of partner”
(Mayer, Davis, & “trust is the willingness to be vulnerable to the actions of
Schoorman, 1995) another party”
(Rousseau, Sitkin, Burt, “trust as a psychological state that contains willingness to
& Camerer, 1998) accept criticism based on the expectation of positive
behavior of other desires or behavior”
(Doney & Cannon, “trust is dependent to others about the credibility and
1997) policy”
(Yu-shan Chen, 2010) “Trust is the willingness to rely on the product , service, or
brand is based on the belief or expectation that resulting
from its credibility, benevolence, and ability of its
environmental performance”
Untuk analisis deskripsi pada variabel disampaikan melalui kriteria presentase. Berikut
gambaran kriterianya.
Dengan asumsi 1 untuk sangat buruk dan 5 untuk kriteria sangat baik. Sedangkan untuk
analisa confirmatory factor analisys, proses dilakukan melalui alat SPSS dengan nilai yang
diproses pada nilai Anti-image untuk mengetahui kelayakan ukuran penelitian, dan
Communalities (extraction) untuk melihat faktor yang paling dominan membentuk variabel
utama.
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Towards Intention Buy BIODATA PENULIS
Environmentally Friendly Air
Conditioners Product In South Doni Purnama Alamsyah adalah Dosen di
Sumatera. Social Sciences and AMIK BSI Bandung. Tahun 2015 mendapat
Humanities, 4(3), 323–336. gelas S3 dari Universitas Padjadjaran
Indonesia pada bidang Ilmu Manajemen
Tung, S., Wei, S., & Chen, Y. (2011). Pemasaran. Saat ini memiliki ketertarikan
Attitudinal inconsistency toward penelitian pada bidang Green Marketing
organic food in relation to purchasing Strategy.
intention and behavior An illustration
of Taiwan consumers, 114(7), 997–
1015.
http://doi.org/10.1108/0007070121124
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