ANTESEDEN NILAI PERSEPSIAN KONSUMEN PRODUK PETUALANGAN

Penulis

  • Zunan Setiawan Universitas Ahmad Dahlan Jogjakarta
  • Muhammad Ali Fikri Universitas Ahmad Dahlan Jogjakarta

DOI:

https://doi.org/10.30651/blc.v13i01.1313

Abstrak

ABSTRACT 

This study examines the relationship of factors that affect the perceived value of adventure products including novelty, enjoyment, and price. Testing factors that influence the perceived value of adventure products in research using multiple regression analysis. The respondents of this study are 310 individuals who have conducted group adventure tours in the past year in Yogyakarta province. Characteristics of participants are predominantly based on sex, male, age 21-50 years and employment background, ie employees of private companies. This study reveals that pleasure and novelty are factors that have a positive influence on the value of perceptions. Meanwhile, prices have a negative effect on the value of perceptions. Study suggestions and implications are also discussed. The results showed novelty, pleasure, and price factor for individuals who do adventure tourism rafting adventure products have a significant influence on the value of perceptions of adventure products.


Keywords                   : novelty, pleasure, price, and value of perceptions

Correspondence to       : zoonan46@gmail.com, zunan.setiawan@mm.uad.ac.id

m.alifikri77@yahoo.com

  

ABSTRAK 

Studi ini menguji hubungan faktor-faktor yang mempengaruhi nilai persepsian produk petualangan meliputi kebaruan, kenikmatan, dan harga.  Pengujian faktor-faktor yang mempengaruhi nilai persepsian produk petualangan dalampenelitian menggunakan analisis regresi berganda.Responden studi ini adalah 310 individu yang telah melakukan wisata petualangan secara berkelompok dalam satu tahun terakhir di provinsi Yogyakarta. Karakteristik partisipan didominasi berdasarkan  jenis kelamin yaitu laki laki, usia yaitu 21-50 tahun dan latar belakang pekerjaan yaitu karyawan perusahaan swasta. Studi ini mengungkapkan bahwa kenikmatan dan kebaruan menjadi faktor yang mempunyai pengaruh positif pada nilai persepsian. Sedangkan, harga mempunyai pengaruh negatif pada nilai persepsian. Saran dan implikasi studi juga didiskusikan.Hasil penelitian menunjukanfaktor kebaruan, kenikmatan,dan harga bagiindividu yang melakukan wisata petualangan produk petualangan arung jeram mempunyai pengaruh signifikan terhadap nilai persepsianproduk petualangan.

Kata Kunci : kebaruan, kenikmatan, harga, dan nilai persepsian

Korespondensi : zoonan46@gmail.com, zunan.setiawan@mm.uad.ac.id

m.alifikri77@yahoo.com

Biografi Penulis

Zunan Setiawan, Universitas Ahmad Dahlan Jogjakarta

Fakultas Ekonomika Bisnis

Muhammad Ali Fikri, Universitas Ahmad Dahlan Jogjakarta

Fakultas Ekonomika Bisnis

Referensi

Anderson, J.C., Jain, D.C. and Chintagunta, P.K. (1993), “Customer Value Assessment in Business Markets: A State of Practice Study,†Journal of Business to Business Marketing, 1. 3-29.

Assael, H. 2004. Consumer Behavior: A Strategic Approach. Boston, MA: Houghton Mifflin Company.

Babin, B. J., Darden, W.R., and Griffin, M. (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,†Journal of Consumer Research, 20, 644-656.

Bagozzi, R. P., and Dholakia, U. M. 2002. Intentional social action in virtual communities. Journal of Interactive Marketing, 16: 2-21.

Bolton, R. N. and Drew, J.H. (1991), “A Multistage Model of Customers Assessment of Service Quality and Value,†Journal of Consumer Research, 17, 375-384.

Bolton, R. N., and Drew, J. H. (1994), “Linking Customer Satisfaction to Service Operations and Outcomes.†In R. Rust and R. Oliver (Eds.), Service quality: New directions in theory and practice, 173 201. Thousand Oaks: SAGE Publications.

Caru A dan Cova B (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, Vol 3, pp. 267-286

Chapman, Joseph D. and Wahlers, Russ. (1999), “A Revision and Empirical Test of the Extended Price-Perceived Quality Model,†Journal of Marketing Theory and Practice, 3, 53-59.

Cooper, D. R., and Schindler, P. S. 2011. Business Research Methods (11th ed.). New York, NY: McGraw-Hill.

Cronin, J. J., Brady M. K., and Hult, G. T. M. (2000), “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,†Journal of Retailing, 76, 193 218.

Doods, W.B. (1991), “In Search of Value: How Price and Store Name Information Influence Buyers Product Perceptions,†The Journal of Services Marketing, 21, 27-36.

Doods, W.B., and Monroe, K.B. (1985), “The Effect of Brand and Price Information on Product Evaluations,†in Hirchman, E. and Holbrook, M.B. (Eds), Advances in Consumer Research, 12, 85-90.

Doods, W.B., Monroe, K.B. and Grewal, D. (1991), “Effects of Price, Brand, and Store Information on Buyers Product Evaluations.†Journal of Marketing Research, 28, 307-319.

Hair, J.F. Jr, , R.E. Anderson, Tatham, R.L., and Black, W.C., Babin, B.J. 2006. Multivariate Data Analysis (6th ed.). Englewood Cliffs, NJ: Prentice-Hall.

Havlena, William J. and Morris B. Holbrook (1986), “The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior.†Journal of Consumer Research, 13, 394-404.

Hirschman, Elizabeth C. and Morris B. Holbrook (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositionsâ€. Journal of Marketing, 46, 92-101.

Holbrook, M. B. (1996), “Customer Value A Framework for Analysis and Research,†In K. P. Corfman and J. G. Lynch, (Eds.), Advances in Consumer Research, 23, 138 142.

Holbrook, M. B. (2001), “Introduction to Consumer Value†In M. B. Holbrook (Ed.), Consumer Value: A Framework for Analysis and Research, 1 29. New York, NY.

Holbrook, M.B., and E.C. Hirschman. (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Funâ€. Journal of Consumer Research 9, 132-140.

Hirschman, E. C. 1987. People as products: Analysis of a complex marketing exchange. Journal of Marketing, 51: 98-108.

Kotler, P., andKeller, K. L. 2009. Marketing Management(13th ed.).Englewood Cliffs, NJ: Prentice-Hall Int’l.

Lounsbury, J. W.and Hoopes, L. L. (1985), “An Investigation of Factors Associated withVacation Satisfactionâ€. Journal of Leisure Research, 17, 1-13.

Lee, T., and Crompton, J. (1992), “Measuring Novelty Seeking in Tourismâ€, Annuals of Tourism Research, 19, 732 751.

Lichtenstein, D. R., Netemeyer, R. G. and Burton, S. (1990), “Distinguishing Coupon Proness from Value Consciousness: an Acquisition-Transaction Utility Theory Perspectiveâ€. Journal of Marketing, 54, 54-67.

Lichtenstein, D. R., Ridgway, N. M., and Netemeyer, R. G. (1993), “Price Perceptions and Consumer Shopping Behavior: A Field Study, Journal of Marketing Research, 30, 232-245.

Mazumdar, T. (1993), “A Value Based Orientation to New Product Planningâ€. Journal of Consumer Marketing. 10.28-41.

Monroe, K. B., and Krishman, R. (1985), The Effects of Price on Subjective Product Evaluations. In J. Jacoby & J. Olson (Eds.), Perceived quality, 209-232, Lexington, MA: Lexington Books.

Oliver, R.L. (1992), “An Investigation of the Attribute Basis of Emotion and Related Affects in Consumption: Suggestions for a Stage-Specific Satisfaction Framework.†Advances in Consumer Research, 19, 237-244.

Oliver, R.L. (1993), “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfactionâ€. Journal of Consumer Research, 20, 451-465.

Oliver, R. L. (1994). Conceptual Issues in the Structural Analysis of Consumption Emotion, Satisfaction, and Quality. Advances in Consumer Research, 21, 16 22.

Otto, J. E., and Ritchie, J. R. B. (1995), “Exploring the Quality of the Service Experience: A Theoretical and Empirical Analysis,†Advances in services marketing and management: Research and Practice, 4, 37 62.

Otto, J. E. (1997), “The Role Of The Affective Experience In The Service Experience Chain,†In T. Swartz, D. Bowen and S. Brown (Eds.), Advance in services marketing and management: Research and practice, 17,43-57. JAI Press: Connecticut.

Otto, J. E., and Ritchie, J. R. B. (1995), “Exploring the Quality of the Service Experience: A Theoretical and Empirical Analysis,†Advances in services marketing and management: Research and Practice, 4, 37 62.

Otto, J. and Ritchie, J.(1996). The Service Experience in Tourism. TourismManagement, 17, 165-174.

Poulsson, S. H.G; Kale, S.H (2004). The Experience Economy and Commercial Experiences. The Marketing Review, Vol 4, 267-277.

Petrick, J. F., Morais, D. D., and Norman, W. C. (2001), “An Examination of the Determinants of Entertainment Vacationers' Intentions to Revisit,†Journal of Travel Research, 40, 41 48.

Purwanto, B.M. (2002), “The Effect of Salesperson Stress Factors on Job Performanceâ€. Jurnal Ekonomi dan Bisnis Indonesia, 17, 150-169.

Santoso, S. (2006),Seri Solusi Bisnis Berbasis TI: Menggunakan SPSS untuk Statistik Multivariat. Jakarta: Elex Media Komputindo.

Sheth,J.N., Newman, B.I. and Gross, B.L. (1991), “Why We Buy What We Buy: A Theory of Consumption Values,†Journal of Business Research, 22, 159-170.

Solomon, M. (1983), “The Rule of Products as Social Stimuli: A Symbolic Interactions Perspective,†Journal of Consumer Research, 1, 319 329.

Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model And Synthesis Of Evidence,†Journal of Marketing, 52, 2-22.

Unduhan

Diterbitkan

2016-01-25

Terbitan

Bagian

Artikel