Pengembangan Model Persepsi Kualitas dan Harga Terhadap Percieved Value, Citra Perusahaan dan Minat Masyarakat Membeli Beras Bulog
DOI:
https://doi.org/10.30606/cano.v8i1.67Keywords:
Persepsi Kualitas, Citra, BulogAbstract
Kebutuhan pangan pokok berupa beras penduduk Indonesia setiap tahunnya semakin meningkat seiring dengan peningkatan jumlah penduduk. Menurut data BPS tahun 2016, tingkat konsumsi beras nasional rata-rata adalah sebesar 139 kg/kapita/tahun. Tingkat konsumsi ini melebihi tingkat konsumsi beras dunia yang berkisar 80 sampai dengan 90 kg/kapita/tahun. Faktor utama yang mendorong tingginya konsumsi adalah jumlah penduduk yang besar. Ditambah lagi dengan semakin meluasnya wilayah yang penduduknya mengkonsumsi beras sebagai makanan utamanya. Selain itu, tingginya konsumsi beras di Indonesia juga dikarenakan adanya budaya makan rakyat Indonesia yang merasa belum makan jika belum mengkonsumsi nasi, meskipun kebutuhan karbohidratnya sudah dipenuhi dari makanan lain. Penelitian dilakukan di Kota Pasir Pengaraian dengan subjek penelitian adalah masyarakat Kota Pasir Pengaraian yaitu konsumen yang pernah membeli beras impor komersial Bulog. Kota Pasir Pengaraian. Populasi adalah wilayah generalisasi yang terdiri dari objek atau subjek yang menjadi kuantitas dan karakteristik tertentu yang ditetapkan oleh peneliti untuk dipelajari dan kemudian ditarik kesimpulannya. Sedangkan sampel adalah bagian dari populasi yang mempunyai ciri-ciri atau keadaan tertentu yang akan diteliti (Riduwan dan Kuncoro, 2011:37). Populasi penelitian ini adalah para konsumen yang pernah membeli beras komersial Bulog di wilayah Kota Pasir Pengaraian. Mengacu pada saran Hair (dalam Ferdinand, 2002) bahwa ukuran sampel minimum yang digunakan dalam penelitian survei dapat dihitung dengan cara 5-10 dikalikan jumlah indikator variabel
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__________, (2006), The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions. International Journal of Consumer Studies Vol 30 March 2006 pp. 207-217
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Zeithaml, V.A. (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of
Assael H., 1992. Consumer Behavior and Marketing Action (4th ed). PWS-KENT. Boston
Badan Ketahanan Pangan Provinsi Riau. 2012. Statistik Ketahanan Pangan Provinsi Riau. BKP Provinsi Riau. Pasir Pengaraian
Chang, TZ., dan Albert R. Wildt, (1994). Price, Product Information and Purchase Intention: An Empirical Study, Journal of the Academy of Marketing Science. Volume 22, No. 1, pages 16-27. Academy of Marketing Science.
Dodds, W.B., Monroe, K.B. & Grewal, D. (1991). Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307–319.
Ferdinand, Augusty, 2000. Manajemen Pemasaran: Sebuah Pendekatan Strategik, Research Paper Series. BP. UNDIP: Semarang
_______________, 2002. Structural Equation Modeling Dalam Penelitian Manajemen Aplikasi Model-model Rumit Dalam Penelitian Untuk Tesis Magister dan Desertasi Doktor, BP UNDIP. Semarang
_______________, 2006. Metode Penelitian Manajemen. BP. UNDIP: Semarang
Ferrinadewi, Erna. 2008. Merek dan Psikologi Konsumen: Implikasi Pada Strategi Pemasaran. Penerbit Graha Ilmu, Yogyakarta.
Gaspersz, Vincent, 2005. Total Quality Management. Gramedia Pustaka Utama. Jakarta
Grunert K, Larsen HH, Madsen TK, Baadsgard A. 1996. Market Orientation in Food and Agriculture. Boston: Kluwer Academic Publishers.
Grunert K. 1997. What’s in a steak? A cross-cultural study on the quality perception of beef. J Food Quality and Preference 8(3): 157-174.
Grunert K. 2005. Food quality and safety: consumer perception and demand. European Jurnal of Agricultural Economics 32(2): 369-391.
Jogiyanto dan Willy Abdillah, 2009. Konsep & Aplikasi PLS (Partial Least Square) untuk Penelitian Empiris. BPFE-YOGYAKARTA. Yogyakarta.
Kim, JW., Brian Crow dan Yu Kyoum Kim (2011). Relationship Between Corporate Image and Purchase Behavior: Moderating Effects of Personal Characteristics and Situational Factors, Event Management, Vol. 15, pp. 245–266 Cognizant Comm. Corp. USA
Kim, H.W., Gupta Sumeet dan Hong Li, 2005. Different effects of perceived price and risk on purchase intention for potential and repeat customers, Pacific Asia Conference on Information Systems (PACIS); July 2005. Bangkok Thailand
Kim, J.H., dan Hyun, Y.J., 2010, A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Journal of Industrial Marketing Management Vol 40 : 424-438
Kinnear, Thomas C. dan Taylor, James R., (1998). Riset Pemasaran, Edisi tiga. Jakarta: Erlangga.
Kotler, Philip dan Keller, Kevin Lane, 2009, Manajemen Pemasaran, Penerbit Erlangga, Jakarta
Lazarova R. 2010. Consumer’s perception of food quality and its relation to the choice of food [tesis]. Denmark: Master of Science in Marketing, Aarhus University.
Li, XG., Xia Wang dan Yu Juan Cai, (2011). Corporate-, Product-, and User Image Dimensions and Purchase Intentions: The Mediating Role of Cognitive and Affective Attitudes, Journal of Computers, Vol. 6, No. 9, September 2011 Academy Publisher
Lin, Long-Yi, 2011. The Influence of Service Quality, Cause-related Marketing, Corporate Image on Purchase Intention: The Moderating Effects of Customer Trust. International Journal of Research in management. Issue1, Vol. 3.
Lin, L.Y., dan Lu, C.Y., (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth, Tourism Review, Vol. 65 Iss: 3, pp.16 - 34
Meilani, Y.F.C.P. dan Sahat Simanjuntak (2012). Faktor yang Mempengaruhi Minat Beli Produk Makanan dan Minuman Usaha Kecil Menengah Kabupaten Tangerang, Jurnal Manajemen dan Kewirausahaan, VOL.14, NO. 2, September 2012: 164-172
Munnukka, Juha, (2008). Customers' purchase intentions as a reflection of price perception, Journal of Product & Brand Management, Vol. 17 Iss: 3, pp.188 – 196
Nguyen, Nha and LeBlanc, Gaston, 1998, The mediating role of corporate image on customers’ retention decisions: an investigation in financial services. International Journal of Bank Marketing 16/2: 52-65
Nguyen, Nha and LeBlanc, Gaston, 2002. Contact Personnel, Physical Environment and th Perceived Corporate Image of intangible services by new client. International Journal of Service Industry Management. Vol 13 Iss:3, pp. 242-262.
Oesman, Yevis Marty, 2010. Sukses mengelola marketing mix, CRM, Customer Value dan Customer Dependency (Kasus Pada Pemasaran Shopping Center). Penerbit Alfabeta. Bandung.
Peter, J.P. dan Olson, J.C., 2000. Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Erlangga. Jakarta.
Rajput, AA., Sabir Hussain Kalhoro dan Raja Wasif, (2012). Impact of Product Price and Quality on Consumer Buying Behavior: Evidence from Pakistan, Interdisciplinary Journal of Contemporary Research In Business August 2012 Vol 4, No 4, Institute of Interdisciplinary Business Research
Riduwan dan E.A. Kuncoro, 2011. Cara Menggunakan dan Memaknai Path Analysis (Analisis Jalur). Penerbit Alfabeta. Bandung.
Rochaety, Ety, 2007. Metode Penelitian Bisnis. Mitra Wacana Media. Jakarta
Ryu, K., Hye-Rin Lee, Woo Gon Kim, (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions, International Journal of Contemporary Hospitality Management, Vol. 24 Iss: 2 pp. 200 – 223
Schiffman, Leon G dan Kanuk, Leslie Lazar, 2008. Perilaku Konsumen Edisi Tujuh. Penerbit PT. Indeks,.
Shabbir, S., Hans Ruediger Kaufmann, Israr Ahmad dan Imran M. Qureshi, (2010). Cause Related Marketing Campaigns and Consumer Purchase Intention: The Mediating Role of Brand Awarenes and Corporate Image, African Journal of Business Management Vol. 4(6), pp. 1229-1235, June 2010
Shafiq, R., Irfan Raza dan Muhammad Zia-ur-Rehman, (2011). Analysis of The Factors Affecting Customers’ Purchase Intention: The Mediating Role of Perceived Value, African Journal of Business Management Vol. 5(26), pp. 10577-10585, 28 October, 2011
Shaharudin, M. R., Suhardi W. M., Anita A. H., Maznah W.O., dan Etty Harniza Harun, 2011. The relationship between product quality and purchase intention: The case of Malaysia’s national motorcycle/scooter manufacturer. African Journal of Business Management Vol. 5(20), pp. 8163-8176.
Stanton, William J., 1996. Prinsip Pemasaran. Erlangga. Jakarta.
Sumarwan, Ujang, 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran Edisi Kedua. Penerbit Ghalia Indonesia. Bogor.
Sutrisno. 2007. Trend Pemasaran Beras di Indonesia, dalam Majalah Pangan Perum Bulog, Edisi No. 48/XVI/Januari/2007. Puslitbang BULOG, Jakarta.
Tjiptono, F., G., Chandra dan D Adriana., 2008. Pemasaran Strategik. Andi Offset,Yogyakarta.
Tjiptono, F., dan G., Chandra, 2011. Service, Quality & Satisfaction, Edisi 3. Penerbit Andi. Yogyakarta.
Tjiptono, F., Yanto Chandra dan Anastasia Diana, 2004. Marketing Scales, Penerbit Andi, Yogyakarta.
Tsiotsou, R., (2005). Perceived Quality Levels and Their Relation to Involvement, Satisfaction and Purchase Intentions, Marketing Bulletin, 2005, 16, Research Note 4
__________, (2006), The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions. International Journal of Consumer Studies Vol 30 March 2006 pp. 207-217
Umar, Husein, 2009, Metode Penelitian untuk Skrips dan Tesis Bisnis. Raja Grafindo Persada. Jakarta.
Wijayanti, R. F., Suharyono dan Imam Suyadi, 2013. Pengaruh citra toko, variasi kualitas, product signatureness terhadap kualitas yang dipersepsikan dan dampaknya pada minat pembelian produk private label brands (Survai pada konsumen “Inspired 27 Store”). Jurnal Profit Volume 7 No . 1. Universitas Brawijaya
Zeithaml, V.A. (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of
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2019-05-22
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Purwantoro, P. (2019). Pengembangan Model Persepsi Kualitas dan Harga Terhadap Percieved Value, Citra Perusahaan dan Minat Masyarakat Membeli Beras Bulog. Jurnal Ilmiah Cano Ekonomos, 8(1), 36–60. https://doi.org/10.30606/cano.v8i1.67
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