Pengaruh Knowledge, Emphaty, Responsiveness, dan Assurance pada Willingnessto Pay Produk Susu Cair Tinggi Kalsium

Vernanda  Armiyati Putri; Nofi Dewi Mustofah; Dewi Amalia Probosini; Teguh Hermawan; Usep Suhud

Vernanda Armiyati Putri
Nofi Dewi Mustofah
Dewi Amalia Probosini
Teguh Hermawan
Usep Suhud

Keywords: Willingness to Pay, Knowledge, Empathy, Responsiveness, Assurance

Abstract

This study aims to examine the factors that influence willingness to pay for high calcium milk. There are five variables used to measure, including willingness to pay, knowledge, empathy, responsiveness, and assurance. Data collection was carried out in Jakarta during the PSBB (Large-Scale Social Limitation) period in April-May 2020. Data was collected using an online questionnaire and respondents were selected using random sampling techniques. The total respondents in this study were 250 consisting of 104 men and 146 women. Data were processed using exploratory factor analysis and structural equation models. As a result, knowledge does not have a positive and significant effect on willingness to pay, empathy has a positive and significant effect on willingness to pay, responsiveness has a positive and significant effect on willingness to pay. While the assurance variable does not have a significant effect on willingness to pay.

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi willingness to pay pada susu tinggi kalsium. Ada lima variabel yang digunakan untuk mengukur, termasuk willingness topay, knowledge,empathy, responsiveness, danassurance. Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) di bulan April-Mei 2020. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik random sampling. Total responden dalam penelitian ini adalah 250 yang terdiri dari 104 orang laki-laki dan 146 orang perempuan. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya, knowledge tidak berpengaruh secara positif dan signifikan terhadap willingness to pay, empathyberpengaruh secara positif dan signifikan terhadap willingness to pay, responsivenessberpengaruh secara positif dan signifikan terhadap willingness to pay. Sedangkan variabelassurance tidak memiliki pengaruh yang signifikan terhadap willingness to pay.