MODEL NIAT PERALIHAN KONSUMEN DARI PANGAN KONVENSIONAL KE PANGAN ORGANIK (STUDI DESAIN EKSPERIMENTAL)

HERU IRIANTO, Creator and Prof. Dr. Asri Laksmi Riani, MS, Promotor 1 and Dr. Budhi Haryanto MM, Promotor 2 (2015) MODEL NIAT PERALIHAN KONSUMEN DARI PANGAN KONVENSIONAL KE PANGAN ORGANIK (STUDI DESAIN EKSPERIMENTAL). Doctoral thesis, UNIVERSITAS SEBELAS MARET SURAKARTA.

Text Desertasi Heru Irianto.pdf Download (4MB)

Abstract

ABSTRACT Heru Irianto, T4209009. The Model of Consumer’s Switching Intention from Conventional Food to Organic Food (An Experimental Design Study). Dissertation. Promoter: Prof. Dr. Tulus Haryono, M.Ek, Co-Promoter: Dr. Budhi Haryanto, MM and Prof. Dr. Asri Laksmi Riani, MS. Economic Science Doctorate Program, Economic and Business Faculty of Surakarta Sebelas Maret University. Purpose – This research aimed to examine the causal relationship of product attribute and inconvenience to attitude and intention of switching to organic food moderated by information elaborating motivation. Design/methodology/approach – Experimental design was chosen to perform some treatment of the observed variables, namely 2 ( attributes : high, low ) x 2 ( inconveniences : high, low ) x 2 ( motivation to elaborate information : high, low ) factorial design. The participants consisted of 200 Sebelas Maret University students. A hierarchical regression analysis was used to elaborate the causal relationship between variables. Findings – The result of study represented that the phenomenon of switching intention to organic food was affected by product attribute, inconvenience, and attitude to organic food moderated by information elaborating motivation. Implication – The implication of research helping to understand basic concept of consumer switching behavior. From organic product marketer’s perspective, a stimulus should be created to establish consumer motivation of elaborating information. Such the stimulus was expected to improve the effect of consumer switching positive attitude on the intention of switching to organic food. Research Limitation - The switching intention model resulting from this study had been proved for its robustness theoretically and methodologically, but the laboratory experiment research carried out did not address the behavior before and after treatment in detail; therefore the future study could follow-up it using field experimental design to provide a more significant effectiveness of treatment. Keywords: Product attribute, Inconvenience, Attitude, Switching intention, Experiment, Organic food.

Actions (login required)

View Item