ANALISIS RESPON SIMETRIS/ASIMETRIS TERHADAP HARGA DI DALAM KEPUTUSAN PEMILIHAN BRAND OLEH KONSUMEN (Studi Pada Produk Minyak Goreng)

Abstract

The increase in world crude oil prices affects the oil prices in Indonesia. The evidence shows at the beginning of 2011, the cooking oil increase significantly between 10-20% for all brand types. As the result, most of the housewives will be more cautious and selective to choose and buy cooking oil. Another impact of the oil price increase is the decline in consumer loyalty towards a particular brand. The research analysis is aimed to know the weight or the proportion between the acquisition utility and transaction utility in forming the total utility unit. The analysis employs the conditional logit model. The results show the respondents are loyal in response to the changes in the price of cooking oil and the response is symmetrical. Response switcher, in response to price changes Edible Oils, the response is asymmetrical. Gain coefficient- the loss regression results on symmetric and asymmetric response is quite significant, meanwhile RP coefficient, Income and S (purchase proportion) are not significant. The results are consistent with previous research conducted by Lakshman Krishnamurthi, particularly on the gain and loss coefficients.