The Effect of Quality Perception, Perception Risk, and Perception of Price Interest in Buying DFSK Glory 580
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Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology ISSN No:-2456-2165 The Effect of Quality Perception, Perception Risk, and Perception of Price Interest in Buying DFSK Glory 580 Daiwan¹, Dr. M. Mukti Ali, ST., MM² Mercu Buana University, Jakarta Abstract:- This study aims to determine and explain the hectares. PT. Sokonindo Automobile ensures to provide effect of perceived quality, perceived risk, and perceived customers with reliable and reliable products and services, price on the buying interest of DFSK Glory 580. protecting them throughout the journey and eliminating all Respondents in this study were 150 people, data worries. DFSK has evolved into a Global Company with collection was carried out through questionnaires, data world-recognized standards. Now present in Indonesia with were analyzed using Multiple Linear Regression the latest products and technologies that are believed to be analysis ( using SPSS 25.0 tools). The results showed able to compete in the intense competition of the that: (1) There was an effect of Perception of Quality automotive market in Indonesia. (X1) on Consumer Purchase Interest (Y) partially. (2) There is a partial influence of Risk Perception (X2) on II. LITERATURE REVIEW Consumer Purchase Interest (Y). (3) There is a partial influence of Price Perception (X3) on Consumer Quality Perception Purchase Interest (Y). (4) There is an influence from Quality perception is the consumer's perception of the Quality Perception (X1), Risk Perception (X2), overall quality or excellence of a product related to what is expected by consumers. Because the perception of quality Based on the analysis of the correlation matrix cannot be determined objectively. Consumer perception between dimensions, the performance dimension in the will involve what is important for consumers, because each Quality Perception variable is indispensable for each consumer has different interests in a product. The object increase in Consumer Purchase Interest (Y) especially perceived is product quality whose measurement is based in the Interest dimension. The Dimension of Function in on the dimensions of product quality by referring to the the Risk Perception variable is indispensable for any opinion of Garvin (Durianto et al, 2011) which says that increase in Consumer Purchase Interest (Y) especially there are seven characteristic dimensions used by in the Interest dimension. The Quality Dimension in the consumers in perceiving product quality. The seven Price Perception variable is indispensable for any dimensions of product quality characteristics are: (1) increase in Consumer Purchase Interest (Y) especially Performance, involving a variety of key operational in the Action dimension. characteristics, for example the operational characteristics of a car are speed, acceleration, steering system and Keywords:- Quality Perception, Risk Perception, Price comfort (2) Service, reflects the ability to provide services Perception, Buying Interest to the product. For example, certain brand cars provide damage service shops or warranty services (3) Durability, I. INTRODUCTION reflect the economic life of the product, or some product can be used. For example certain brand cars that position Chongqing Sokon Industry Group Stock CO., LTD. is themselves as durable cars even though they are over 5 a manufacturing entity with the core business of machinery years old but still function properly (4) Reliability, and new energy vehicles and the main business of consistency of the performance produced by a product from automobiles. Now a complete industrial chain that includes one purchase to the next (5) Characteristics of products, independent R&D, manufacturing, sales and services of parts additional from the product. These additional sections cars, machinery, parts has been formed. The company's emphasize that the company understands the needs of its business also involves vehicle rental and Internet consumer dynamic violations in accordance with developments, financing. There are several subsidiaries and DFSK Motor namely regarding the style, taste, appearance, product odor CO., LTD, a joint venture between Sokon Group and and attractiveness (6) Conformity with specifications, is a Dongfeng Motor (one of the global Fortune 500 view of the quality of the manufacturing process (no companies). DFSK's main products include conventional product defects) in accordance with predetermined and SUVs and MPVs, and pure electric vehicles and energy- tested specifications (7) Results, leading to perceived efficient and environmentally friendly engines. PT. quality involving the previous six dimensions. If the Sokonindo Automobile is a joint venture company between company cannot produce a good final product, it is likely Sokon Group (Hongkong) Company Limited and PT. that the product will not have other important quality Emperor Motorindo Industri from Indonesia. The attributes. Martinich (2017) in Kotler and Keller (2012) Sokonindo factory is located in the Cikande Modern suggested that there are six dimensions of characteristics Industrial Estate, Serang - Banten, with an area of 20 used by consumers in perceiving the quality of a product. IJISRT20JUL044 www.ijisrt.com 279 Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology ISSN No:-2456-2165 Risk Perception informed by others or advertisements on the outside seen Risk perception according to Kotler (2012), is defined by customers (external reference prices) . (2) Perception of as unintended consequences and consumers want to avoid costs incurred, in general consumers assume that the price these risks, which arise due to the purchase of a product. is the cost incurred to get a product. But consumers have Meanwhile Schiffman and Kanuk (2013) define perceived different perceptions of the costs incurred even for the same risk as the uncertainty faced by consumers when they product. This depends on the situation and conditions cannot predict the impact of their purchasing decisions. experienced by consumers. (3) Perception of price Two important things that understand this risk perception differences, evaluations of consumers of the price are the existence of uncertainty and consequences. For difference offered to the basic price that is known by consumers, these consequences are the benefits or consumers. (4) Reference prices, prices formed by outcomes that will be felt after buying or consuming a customers based on two things, among others: prices product. Referring to the opinion of Sumarwan (2015), according to the customer's experience (internal reference interpreting perceived risk as a belief that potential price) and prices that are informed by others or products have negative consequences. Risk perception will advertisements on the outside seen by customers (external arise in consumers' minds if the purchase decision involves reference prices) . (2) Perception of costs incurred, in extensive information search. According to Mowen and general consumers assume that the price is the cost incurred Minor (2012: 32) risk perception can be divided into six to get a product. But consumers have different perceptions types, as follows: (1) Functional risk (functional risk or of the costs incurred even for the same product. This performance risk) that is risk because the product does not depends on the situation and conditions experienced by function as expected (2) Financial risk (financial risk ) or consumers. (3) Perception of price differences, evaluations (monetary risk), the financial difficulties faced by a of consumers of the price difference offered to the basic consumer after he buys a product and service (3) physical price that is known by consumers. (4) Reference prices, risk, which is the negative impact that will be felt by prices formed by customers based on two things, among consumers because of using a product (4) psychological others: prices according to the customer's experience risk (physical risk), namely feeling , emotions, or egos that (internal reference price) and prices that are informed by consumers will feel from consuming, buy or use a product others or advertisements on the outside seen by customers (5) Social risk (social risk) is the consumer's perception of (external reference prices) . in general consumers assume opinions about himself from people around him (social that the price is the cost incurred to get a product. But acceptance) because buying or consuming a product or consumers have different perceptions of the costs incurred service (6) Time risk is time vain that will be spent by even for the same product. This depends on the situation consumers consuming or buying a product or service. The and conditions experienced by consumers. (3) Perception of risk of opportunity loss is the loss of opportunity or doing price differences, evaluations of consumers of the price other things because consumers use, buy or consume a difference offered to the basic price that is known by product and service. consumers. (4) Reference prices, prices formed by customers based on two things, among others: prices Price Perception according to the customer's experience (internal reference According to Hawkins, Nothesbaugh & Best in price) and prices that are informed by others or Leonardo and Erwan (2012: p45), perception is a process advertisements on the outside seen by customers (external that begins with consumer exposure and attention to reference prices) . in general consumers assume