The Comparison Analysis Of Perceived Value Of Branded Cooking Oil Based On Routine Consumption Level Per Month Of Household Consumers In Bogor  

Oleh:

Setiawan, Budi ; Magdalena, Annaria ; Marpaung, Bintang Sahala

Jenis: Article from Proceeding
Dalam koleksi: Proceeding IConEnt 2016 (International Conference on Entrepreneurship) : How Innovation could Improve the Performance and Productivity in Entrepreneurship?, page 128-136.
Topik: Perceived Value; Comparison Analysis; Consumer Behaviors
Fulltext: Budi Setiawan, Annaria Magdalena, Bintang Sahala Marpaung.pdf (353.11KB)

Isi artikel

The aims of this research are to describe perceived value of branded cooking oil and then comparing it based on routine consumption level per month of household consumers in Bogor. This research was trying to fulfill the research gap from the earlier researches, that has been using perceived value as formative construct of customer satisfaction, but not yet known if there is any difference of perceived value when based on routine consumption level per month of household consumers. As research method, we used non-probability sampling technique with 385 respondents in sample size. Primary data were collected by using questionnaire with the measurement scale of its variables were ordinal. Technical data analysis that has been used in this research were descriptive analysis to measure concentration of data, and non-parametric comparative analysis i.e. Kruskal-Wallis test. Based on descriptive analysis results, this research revealed that majority of respondents stated the selling price of branded cooking oil is suitable with the quality given and also equal with the expected quality. Respondents also stated that they quite deign to spend more money to achieve the product, if the product were not available in nearest store; they would go to other store. Based on Kruskal-Wallis analysis results, it was known that there were no significant differences of perceived value, according to household consumer routine consumptions level per month. This could be empirical evidence to support and to strengthen the role of perceived value in order to form the customer satisfaction, including prospective future studies in a more complex model.

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