Puspita, Fitria Dwi and Prof. Dr. Ir. Abdul Wahib Muhaimin,, MS. and Dr. Silvana Maulidah, SP., MP., SP., MP. (2024) Strategi Peningkatan Niat Beli Beras Porang: Pendekatan ELM – IACM (Elaboration Likelihood Model – Information Acceptance Model). Magister thesis, Universitas Brawijaya.
Abstract
Untuk mengurangi ketergantungan Indonesia terhadap beras, pemerintah melalui Badan Ketahanan Pangan Kementrian Pertanian menargetkan penurunan konsumsi beras sebesar minimal 1.5% per kapita per tahun. Namun berdasarkan data perkembangan konsumsi beras dari BPS, pada tahun 2020 diketahui bahwa rata-rata konsumsi beras hanya mengalami penurunan sebesar 0.73%. Beras porang sebagai beras analog berbahan lokal umbi porang Amorphophallus muelleri ditinjau dari kemudahan budidaya umbi porang, kemasan produk, serta bentuk dan rasa berpotensi menjadi salah satu bahan pangan lokal pengganti beras. Namun, penjualan beras porang masi terbatas, salah satunya diakibatkan oleh pemasarannya yang masih terbatas. Untuk dapat menjangkau masayarakat luas dalam waktu yang singkat, diperlukan metode komunikasi pemasaran online yang sering disebut eWOM. Salah satu bentuk eWOM juga dikenal sebagai Online Customer Review (OCR) atau ulasan terhadap suatu barang/jasa pada e-commerce seperti Shopee dan Tokopedia. OCR membantu konsumen menjadi lebih percaya diri dalam mengenali suatu produk/jasa, yang diharapkan akan mampu mengurangi risiko kekecewaan dalam pembelian suatu produk. Untuk menjelaskan pemrosesan informasi OCR terhadap perilaku konsumen, digunakan pendekatan Ellaboration Likelihood Model (ELM). Untuk mengetahui faktor-faktor eWOM yang berperan penting dalam mempengaruhi niat beli konsumen, diperlukan pendekatan Information Acceptance Model (IACM). Karakteristik OCR yang diteliti dalam penelitian adalah OCR quality (OQ) merupakan central route, sedangkan source credibility (SC) dan OCR quantity atau social endorsement (SE) merupakan peripheral route. Penelitian ini dilakukan untuk menganalisis pengaruh OCR terhadap niat pembelian beras porang yang dijual secara online melalui proses adopsi informasi. Yang kedua untuk menganalisis pengaruh OCR terhadap niat pembelian beras porang yang dijual secara online melalui sikap konsumen. Tujuan yang ketiga untuk menganalisis pengaruh moderasi promotional marketing, price sensitivity, dan healthy lifestyle pada hubungan antara OCR dan niat beli beras porang secara online. Serta Merumuskan strategi komunikasi pemasaran digital beras porang. Penelitian eksplanatori dilakukan secara purposive pada follower akun instagram @fukumi.id sebagai salah satu produsen dan penjual beras porang di Indonesia. Waktu pelaksanaan penelitian adalah Oktober-November 2023. Populasi penelitian ini adalah wanita usia 25-55 tahun yang sudah menikah atau bekerja, dan merupakan follower akun @fukumi.id di instagram dan sudah pernah berbelanja online melalui Shopee atau Tokopedia. Penentuan responden dilakukan dengan metode non probability sampling, accidental sampling. Penentuan jumlah sampel dapat menggunakan tabel kekuatan uji statistik Cohen. Dengan level signifikansi 90%, minimum nilai R2 0.25, jumlah anak panah terbanyak yang mengarah ke variabel laten sebanyak 4, maka diperoleh jumlah sampel minimum yaitu 65 responden. Data primer diperoleh melalui kuesioner dalam Google Form yang dikirimkan kepada responden melalui instagram. Data dianalisis menggunakan Structural Equation Modelling – Partial Least Square (SEM-PLS) dengan software WarPLS 7.0. Hasil penelitian menunjukkan terdapat pengaruh OCR beras porang (OCR quality dan social endorsement) terhadap niat beli beras porang secara online melalui proses adopsi informasi. Perceived OCR helpfullness juga berpengaruh positif signifikan terhadap OCR adoption. Dan pada akhirnya peningkatan adopsi OCR semakin meningkatkan keinginan konsumen untuk melakukan pembelian beras porang. Terdapat pengaruh karakteristik OCR beras porang (OCR quality dan social endorsement) terhadap niat beli beras porang secara online melalui sikap konsumen. Sikap konsumen yang positif terhadap OCR beras porang mempengaruhi peningkatan niat beli konsumen pada beras porang secara online. Healthy lifestyle memperkuat hubungan antara sikap konsumen terhadap niat beli beras porang. Selain itu terdapat peran promotioanal marketing yang memperkuat hubungan antara OCR adoption dengan niat beli beras porang. Namun tidak terdapat pengaruh signifikan price sensitivity pada hubungan antara sikap konsumen terhadap niat beli beras porang. Strategi pemasaran yang dapat dilakukan berdasarkan hasil analisis adalah memanfaatkan karakteristik OCR beras porang yang berpengaruh signifikan yaitu OCR quality dan social endorsement, yaitu dengan cara memberikan gimmick atau giveaway kepada konsumen yang memberikan ulasan berkualitas, menyertakan foto dan video produk yang menarik. Sehingga diharapkan akan menambah jumlah OCR beras porang yang berkualitas. Saran yang dapat diberikan bagi praktisi penjual beras porang selain Fukumi, dapat segera mengadakan gimmick atau giveaway bagi konsumen beras porang yang telah memberikan ulasan terkait pengalaman setelah mengkonsumsi beras porang. Hadiah dapat diberikan kepada konsumen yang memberikan ulasan lengkap, relevan, disertai foto dan video hasil masakan beras porang atau pada saat mengkonsumsi beras porang. Dimana sesuai dengan hasil penelitian, ketika OCR quality dan social endorsement meningkat, akan mampu meningkatkan niat beli konsumen potensial. Mentargetkan program-program promosi pemasaran untuk segmentasi masyarakat yang membutuhkan gaya hidup sehat, seperti berpartisipasi sebagai sponsor perlombaan olah raga berlari, bersepeda. Pemberian challenge berhadiah pada masyarakat yang sedang melakukan diet pengurangan kalori, dan bagi penderita diabetes, perusahaan dapat bekerjasama dengan instansi kesehatan untuk mengadakan workshop terkait menu makanan sehat dan enak bagi penderita diabetes, dimana beras porang sebagai sumber karbohidrat utamanya. Bagi akademisi, dalam penelitian ini terdapat 1 karakteristik OCR (source credibility) yang tidak berpengaruh langsung terhadap sikap konsumen maupun perceived OCR Helpfulness. Namun ada penelitian yang menyebutkan bahwa source credibility dapat mempengaruhi perceived Helpfulness secara tidak langsung. Sehingg dapat dilakukan penelitian lebih lanjut untuk mengetahui variabel lain yang mampu memediasi hubungan tersebut. Penelitian ini hanya meneliti OCR pada official shop Fukumi, sedangkan masih banyak penjual lain yang juga menjual Fukumi. Sehingga diperlukan penelitian lebih lanjut yang mencakup lebih banyak penjual beras porang fukumi agar dapat memperoleh data yang dapat digeneralisir.
English Abstract
To reduce Indonesia's dependence on rice, the government through the Food Security Agency of the Ministry of Agriculture is targeting a reduction in rice consumption of at least 1.5% per capita per year. However, based on data on developments in rice consumption from BPS, in 2020 it is known that average rice consumption only decreased by 0.73%. Porang rice is an analogous rice made from local Amorphophallus muelleri porang tubers in terms of the ease of cultivating porang tubers, product packaging, and shape and taste, which can potentially become a local food substitute for rice. However, sales of porang rice are still limited, one of which is due to limited marketing. To reach a wide community in a short time, an online marketing communication method is needed, often called eWOM. One form of eWOM is also known as Online Customer Review (OCR) or a review of goods/services on e-commerce such as Shopee and Tokopedia. OCR helps consumers become more confident in recognizing a product/service, which is expected to reduce the risk of disappointment when purchasing a product. 93% of consumers communicate about products through online reviews before making a purchasing decision. To explain OCR information processing on consumer behavior, the Elaboration Likelihood Model (ELM) approach is used. To find out the eWOM factors that play an important role in influencing consumer purchase intentions, an Information Acceptance Model (IACM) approach is needed. The OCR characteristics examined in the research are OCR quality (OQ) which is the central route, while source credibility (SC) and OCR quantity or social endorsement (SE) are peripheral routes. This research was conducted to analyze the influence of OCR on purchase intentions for porang rice sold online through the information adoption process. The second is to analyze the influence of OCR on purchasing intentions for porang rice sold online through consumer attitudes. The third objective is to analyze the moderating influence of promotional marketing, price sensitivity, and healthy lifestyle on the relationship between OCR and the intention to buy porang rice online. As well as formulating a digital marketing communication strategy for porang rice. Explanatory research was carried out purposively on followers of the Instagram account @fukumi.id as one of the producers and sellers of porang rice in Indonesia. The time for conducting the research is October-November 2023. The population of this study is women aged 25-55 years who are married or working, are followers of the @fukumi.id account on Instagram, and have shopped online via Shopee or Tokopedia. Determination of respondents was carried out using non-probability sampling, and accidental sampling methods. Determining the sample size can use the Cohen statistical test power table. With a significance level of 90%, a minimum R2 value of 0.25, the highest number of arrows pointing to the latent variable is 4, then a minimum sample size is 65 respondents. Primary data was obtained through a questionnaire in Google Form which was sent to respondents via Instagram. Data were analyzed using Structural Equation Modeling – Partial Least Square (SEM-PLS) with WarPLS 7.0 software. The research results show that there is an influence of OCR porang rice (OCR quality and social endorsement) on the intention to buy porang rice online through the information adoption process. Perceived OCR helpfulness also has a significant positive effect on OCR adoption. And in the end, the increase in OCR adoption further increases consumers' desire to purchase porang rice. There is an influence of the OCR characteristics of porang rice (OCR quality and social endorsement) on the intention to buy porang rice online through consumer attitudes. Positive consumer attitudes towards OCR porang rice influence an increase in consumer purchase intentions for porang rice online. A healthy lifestyle strengthens the relationship between consumer attitudes and intention to buy porang rice. Apart from that, there is the role of promotional marketing which strengthens the relationship between OCR adoption and intention to buy porang rice. However, there is no significant influence of price sensitivity on the relationship between consumer attitudes and intention to purchase porang rice. A marketing strategy that can be carried out based on the results of the analysis is to utilize the OCR characteristics of porang rice which have a significant influence, namely OCR quality and social endorsement, namely by providing gimmicks or giveaways to consumers who provide quality reviews, including interesting product photos and videos. So it is hoped that this will increase the number of quality Porang rice OCRs. Suggestions that can be given to practitioners selling porang rice other than Fukumi include immediately holding a gimmick or giveaway for porang rice consumers who have provided reviews regarding their experiences after consuming porang rice. Prizes can be given to consumers who provide complete, relevant reviews, accompanied by photos and videos of the results of cooking porang rice or consuming porang rice. So with this gimmick, it is hoped that it will be able to increase the number of quality reviews. According to research results, when OCR quality and social endorsement increase, it will be able to increase potential consumers' purchasing intentions. Targeting marketing promotion programs for segments of society that need a healthy lifestyle, such as participating as sponsors for running and cycling sports competitions. Giving challenges with prizes to people who are on a calorie-reduction diet, and diabetes sufferers, the company can collaborate with health agencies to hold workshops related to healthy and delicious food menus for diabetes sufferers, where porang rice is the main source of carbohydrates. For academics, in this research there is 1 characteristic of OCR (source credibility) which has no direct effect on consumer attitudes or perceived OCR Helpfulness. However, there is research that states that source credibility can influence perceived helpfulness indirectly. So further research can be carried out to find out other variables that can mediate this relationship. This research only examines OCR at the official Fukumi shop, while many other sellers also sell Fukumi. So further research is needed that includes more Fukumi porang rice sellers to obtain data that can be generalized.
Item Type: | Thesis (Magister) |
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Identification Number: | 0424040006 |
Divisions: | S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian |
Depositing User: | Unnamed user with username nova |
Date Deposited: | 16 Feb 2024 07:18 |
Last Modified: | 16 Feb 2024 07:18 |
URI: | http://repository.ub.ac.id/id/eprint/216135 |
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