Analisis Pengaruh Perceived Risk Terhadap Aktivitas Pengurangan Risiko Pada Proses Pengambilan Keputusan Pembelian. Analysis of Perceived Risk Influence on the Risk Reduction Activity in the Buying Decision- Making Proce

• Main Author: Perpustakaan UGM, i-lib
• Format: Article NonPeerReviewed
• Published: [Yogyakarta] : Sekolah Pascasarjana Universitas Gadjah Mada 2003
• Subjects: Jurnal i-lib UGM
• Online Access: https://repository.ugm.ac.id/19666/; http://i-lib.ugm.ac.id/jurnal/download.php?dataId=2499
• Institution: Universitas Gadjah Mada

ABSTRACTThis research examines a model of perceived risk and risk reductions activity. Risk reductions activity are influenced by five factors, namely, product category risk (PCR), product specific risk (SR), benefit (BENEF), Cost andMonetary Loss (ML).For examining the hypothesis, the researcher uses analysis multiple regression and analysis of variance. The subject are female students in the Master of Science in IESP, Management and Accountancy Gadjah Mada University. The research design is the paper and pencil experiment method.The results of this research showed that product category risk (PCR), product specific risk (SR), benefit (BENEF), and cost and monetary Loss (ML) significantly influenced to risk reduction activity (USE). Furthermore, there were significantly differencies between before and after treatment on consumers' perception of product specific risk (SR), benefit (BENEF), monetary loss (ML), risk reduction activity (USE. However, consumers perception on cost on reduction activity was not significantly different before and after treatment. Key words: perceived risk � product category risk -- product specific risk -- benefit -- Cost -- Monetary Loss and risk reductions activity