ANALISA PENGARUH PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN DI AIRBNB

Evelien Alim Sompie(1*), Melissa Gunawan(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh persepsi risiko guest terhadap keputusan pembeliannya di Airbnb. Penelitian ini menggunakan data berupa data primer dengan menyebarkan kuesioner secara online. Sampel yang digunakan adalah guest yang pernah menggunakan Airbnb dalam kurun waktu satu tahun ini (April 2016 – April 2017). Jumlah responden penelitian ini adalah 112 guest Airbnb. Teknik sampling yang digunakan adalah purposive sampling. Teknik analisa data yang digunakan adalah uji regresi linear berganda dengan menggunakan program SPSS. Hasil penelitian menunjukkan bahwa dari keenam dimensi persepsi risiko yang ada, hanya social risk yang berpengaruh secara positif dan signifikan terhadap keputusan pembelian di Airbnb. Physical risk, performance risk, psychological risk, financial risk, dan time-loss risk memiliki hubungan yang searah dengan keputusan pembelian di Airbnb.

 

This study was aimed to examine the impact of guests’ risk perception toward Airbnb purchase decision. This study uses data in the form of primary data by distributing questionnaires through online. The samples are guests who have ever used Airbnb within the past year (April 2016 – April 2017). The number of respondents of this study were 112 Airbnb guests. Sampling technique used is purposive sampling. Data analysis technique used is multiple linear regression tests using SPSS. The results showed that from the six dimensions of risk perception, only social risk affects purchase decision in Airbnb positively and significantly. Physical risk, performance risk, psychological risk, and time-loss risk carry positive correlation toward purchase decision in Airbnb.


Keywords


Perilaku Konsumen, Persepsi Risiko, Keputusan Pembelian, Airbnb.

Full Text:

PDF

References


About Us. (n.d.). Retrieved May 17, 2016, from https://www.airbnb.com/about/about-us.

Arslan, Y., Geçti, F., & Zengin, H. Examining Perceived Risk and Its Influence on Attitudes: A Study on Private Label Consumers in Turkey. Canadian Center of Science and Education, 9(4), 158-166.

D'Alessandro, S., Girardi, A., Tiangsoongnern, L. (2012). Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstone industry. Asia Pacific Journal of Marketing and Logistics, 24(3), 433-460.

Eriyanto. (2007). Teknik sampling analisis opini publik. Yogyakarta: LKiS Pelangi Aksara Yogyakarta.

Ferenstein, G. (2014). Uber and Airbnb’s Incredible Growth in 4 Charts. Retrieved April 11, 2017, from http://venturebeat.com/2014/06/19/uber-and-airbnbsincredible-growth-in-4-charts/.

Ghozali, H. I. (2009). Aplikasi analisis multivariate dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Greenstein, M., Vasarhelyi, M. (2002). Electronic commerce: Security, risk management, and control (2nd ed). New York: McGraw-Hill/Irwin

Guttentag, D. (2015). Airbnb: Disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(12), 1192-1217.

Hoyer, W., MacInnis, D., & Pieters, R. (2013). Consumer behavior 6th ed. United States of America: South-Western Cengage Learning.

Jalilvand, M.R. & Samiei, N. (2012). Perceived risks in travelling to the Islamic Republic of Iran. Journal of Islamic Marketing, 3(2), 175-189.

Kotler, P. & Armstrong, G. (2016). Principles of marketing 16th ed. Boston: Pearson Education Limited.

Liang, L. J., Choi, C., & Joppe, M. (2017). Understanding repurchase intention of Airbnb consumers: Perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 34(1), 1-17.

Maciejewski, G. (2012). The meaning of perceived risk in purchasing decisions of the Polish customers. Retrieved July 7, 2017, from https://www.researchgate.net/publication/241752080

Oskam, J. & Boswijk, A. (2016). Airbnb: the future of networked hospitality businesses. Journal of Tourism Futures, 2(1), 22-42.

Samadi, M. & Yaghoob-Nejadi, A. (2009). A survey of the effects of consumer’s perceived risk on purchase intention in e-shopping. Business Intelligent Journal, 2(2), 261-275.

Schiffman, L.G. & Kanuk, L.L (2010). Consumer behavior (10th ed.) USA: Prentica Hall International, Inc.

Tussyadiah, I. P. & Pesonen, J. (2015). Peer-to-peer accomodation use on travel patterns. Journal of Travel Research. Retreived March 2, 2017, from http://sk.sagepub.com

Wahyuningtyas, Y. F. & Widiastuti D. A. (2015). Analisis pengaruh persepsi risiko, kemudahan, dan manfaat terhadap keputusan pembelian secara online. Jurnal Kajian Bisnis, 23(2), 112-120.

Wosskow, Debbie. (2014). Unlocking the sharing economy. Retreived March 3, 2017, from http://www.gov.uk/bis

Yeung, R. (2009). Tourist perception of food safety risk and destination choice. International Journal of Hospitality and Tourism, 2(1), 21-33.


Refbacks

  • There are currently no refbacks.