Keputusan Pembelian Produk Obat Hewan Impor pada Peternak Layer di Jawa Timur: Efek Country of Origin, Familiarity, Worldmindedness melalui Peran Mediasi Trust dan Perceived Risk

Suryaningsih, IkaBarokah (2014) Keputusan Pembelian Produk Obat Hewan Impor pada Peternak Layer di Jawa Timur: Efek Country of Origin, Familiarity, Worldmindedness melalui Peran Mediasi Trust dan Perceived Risk. Doctor thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui apakah trust dan perceived risk dapat berperan sebagai variabel yang memediasi antara c ountry of origin, familiarity, worldmindedness dengan keputusan pembelian obat hewan impor pada peternak layer di Jawa Timur. Penelitian dilakukan pada tiga kabupaten sentra peternakan ayam layer yaitu Kabupaten Blitar, Kediri, dan Malang. Pengumpulan data dalam penelitian ini dilakukan dengan menggunakan teknik snowball sampling dengan respon rate sebesar 70%. Temuan penelitian menunjukkan bahwa trust merupakan variabel mediasi hubungan country of origin, familiarity , worldmindedness , dengan keputusan pembelian obat hewan impor. Trust mempunyai peranan yang besar dalam meningkatkan keyakinan peternak dalam membeli obat hewan impor. Perceived risk tidak memiliki peran dalam memediasi antara country of origin, familiarity , worldmindedness , dengan keputusan pembelian , akan tetapi perceived risk menjadi faktor penting yang dapat dipertimbangkan dalam keputusan pembelian pada saat melalui mediasi trust. Hasil penelitian ini membuktikan bahwa trust merupakan variabel utama yang dapat membentuk keyakinan konsumen pada saat melakukan keputusan pembelian. Trust dan perceived risk merupakan dua variabel yang saling memiliki hubungan resiprokal untuk membangun keyakinan peternak dalam melakukan keputusan pembelian obat impor. Orisinalitas dan kebaruan penelitian ini adalah peran mediasi trust dan perceived risk dalam keputusan pembelian obat hewan impor dalam ranah pemasaran business-to-business . Implikasi teoritis penelitian ini adalah memperluas kajian ilmu perilaku konsumen melalui peran mediasi trust dan perceived risk dalam meningkatkan keyakinan keputusan pembelian. Implikasi praktis hasil kajian ini adalah memberikan masukan bagi pemasar berkaitan pentingnya kepercayaan konsumen terhadap kualitas produk sehingga pemasar/produsen obat hewan terutama produk obat lokal agar mampu meyakinkan peternak dengan membuat produk yang memiliki kestabilan dan konsistenan kualitas seperti obat impor.

English Abstract

This study aims at determining whether trust and perceived risk may act as mediating variables between the country of origin, familiarity, worldmindedness and purchasing decisions on the imported veterinary medicine in East Java layer farms. This study was conducted in three districts which are considered as the centre of layer farms, namely Blitar, Kediri and Malang. Data collection was performed using snowball sampling technique with a response rate of 70%. The findings suggest that trust is a mediating variable between country of origin, familiarity, worldmindedness, and imported veterinary medicine purchasing decisions. Trust has a major role in improving the confidence of farmers in purchasing imported veterinary medicine. Perceived risk does not have a role in mediating between the country of origin, familiarity, worldmindedness and purchase decision; however, perceived risk is an important factor to be considered in the purchase decision through the mediation of trust. The results of this study prove that trust is the main variable that can establish consumers` confidence in deciding a purchase. Trust and perceived risk are the two variables that have reciprocal relationship to build farmers` confidence in making decision of purchasing imported veterinary medicine. Originality and novelty of this research occur in the mediating role of trust and perceived risk in purchasing decisions in the realm of veterinary medicine importation in terms of business-to-business marketing. The theoretical implication of this research is to expand the scientific study of consumer behavior through the mediating role of trust and perceived risk in improving the confidence in purchasing decisions. The practical implication of this study is to provide input for marketers regarding the importance of consumer confidence in the quality of the product, so that the marketer/manufacturer of veterinary medicine, especially the local one, could be able to convince farmers by making products that have the stability and consistency in quality as the imported veterinary medicine.

Item Type: Thesis (Doctor)
Identification Number: DES/658.834 2/SUR/k/061407753
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Doktor Kimia, Fakultas MIPA
Depositing User: Endro Setyobudi
Date Deposited: 16 Dec 2014 15:11
Last Modified: 16 Dec 2014 15:11
URI: http://repository.ub.ac.id/id/eprint/161310
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