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ITS » Master Theses » Manajemen Operasional (S2)
Posted by dee@its.ac.id at 10/12/2013 15:00:38  •  918 Views


PEMODELAN KESEDIAAN KONSUMEN MEMBAYAR LEBIH MAHAL UNTUK PRODUK EKOLABEL

MODELLING OF CONSUMER WILLINGNESS TO PAY PRICE PREMIUM FOR ECOLABEL PRODUCT

Author :
ENDRAWATI, BUDIANI FITRIA  ( 2508202202 )




ABSTRAK

Seiring dengan maraknya isu tentang lingkungan maka semakin membuat perusahaan mulai memproduksi produk yang ramah lingkungan. Produk yang memiliki dampak minimum terhadap lingkungan atau produk ramah lingkungan mempunyai label yang dikenal dengan ekolabel. Ekolabel adalah suatu proses dimana produk tertentu dikenali di pasar sebagai produk ramah lingkungan dan memberikan informasi kepada konsumen tentang kualitas lingkungan dari produk individu. Tujuan penelitian ini adalah mengetahui faktor-faktor yang berpengaruh terhadap kesediaan konsumen membayar lebih mahal produk ekolabel dan memodelkan kesediaan konsumen membayar lebih mahal produk ekolabel. Pengujian yang dilakukan pada penelitian ini adalah uji crosstab chi square dan uji korelasi spearman. Dari hasil uji crosstabs chi square diketahui bahwa variabel yang memiliki hubungan terhadap kesediaan konsumen membayar lebih mahal produk ekolabel adalah variabel usia pendidikan pendapatan ketersediaan label kepercayaan konsumen dan kesesuaian harga. Dari hasil korelasi spearman diketahui bahwa usia pendidikan pendapatan ketersediaan label kepercayaan konsumen dan kesesuaian harga memiliki korelasi secara signifikan dengan kesediaan membayar lebih mahal produk ekolabel. Sedangkan jenis kelamin tidak berkorelasi secara signifikan. Dari model regresi ordinal diketahui bahwa faktor-faktor yang paling berpengaruh terhadap kesediaan membayar lebih mahal adalah faktor pendidikan pendapatan kepercayaan konsumen dan kesesuaian harga. Dari hasil model logit menunjukkan bahwa konsumen dengan pendidikan S2 dan S3 konsumen yang memiliki pendapatan diatas Rp. 6.000.000 konsumen yang sangat percaya terhadap produk ekolabel dan konsumen yang menyatakan bahwa kesesuaian harga merupakan hal sangat penting memiliki kecenderungan untuk bersedia membayar maksimum 50 lebih mahal produk ekolabel lebih besar dibandingkan konsumen yang lainnya


ABSTRACT

Along with the rise of the environmental issues company started to produce environmental friendly products. Products that have a minimum impact to the environment or eco-friendly products labeled as ecolabel product. Ecolabel is a process whereby certain product in the market as an environmentally product and provide information to consumers about the environmental quality of individual products. The purpose of this study is to determine the factors that influence the consumer willingness to pay price premium and models of consumer willingness to pay price premium. This study implement crosstab chi square test and spearman correlation test for evaluation. From the results of crosstabs chi square test it is known that the variable that has a relationship to the willingness to pay price premium ecolabel product are variables of age education income availability of labels consumer confidence and compliance rates. From the results of spearman correlation test it is known that age education income availability of labels consumer confidence and compliance rates were correlate significant with the willingness to pay price premium. The gender did not correlate significantly. From the ordinal regression model it is known that education income consumers trust and compliance rates are the major factors significant to the willingness to pay price premium. Logit model indicates that consumers who has an education of pascasarjana consumer who have an income over IDR 6.000.000 consumer who trust ecolabel product more and consumer who said that compliance rates is very important have a tendency to pay a maximum 50 price premium for ecolabel product larger than other consumers



KeywordsEkolabel; Kesediaan Membayar; Regresi Ordinal
 
Subject:  Analisis regresi
Contributor
  1. Maria Anityasari, ST, ME, PhD
  2. DR. Ir. Patdono Suwignjo, M. Eng. Sc
Date Create: 28/01/2013
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-Master-25003130000243
Collection ID: 25003130000243
Call Number: RTI 658.834 3 End p


Source
Master Thesis of Industrial Engineering, RTI 658.834 3 End p, 2013

Coverage
ITS Community

Rights
Copyright @2013 by ITS Library. This publication is protected by copyright and per obtained from the ITS Library prior to any prohibited reproduction, storage in a re transmission in any form or by any means, electronic, mechanical, photocopying, reco For information regarding permission(s), write to ITS Library




[ Download - Open Access ]

  1.  ITS-Master-28234-2508202202-Abstract_id.pdf - 198 KB
  2.  ITS-Master-28234-2508202202-Abstract_en.pdf - 198 KB
  3.  ITS-Master-28234-2508202202-Conclusion.pdf - 199 KB




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