The Effect of Quality, Communication and Outputs of Marketing Channel of Cianjur Pandanwangi Rice on Consumer Trust in Java West Marketing Area

Abstract

The objectives of this study are to examine: 1) the influence of product quality, marketing communications and marketing distribution outlet or output channel on consumer trust; 2) dominant factors that influence consumer trust in Cianjur Pandanwangi rice. A descriptive verification method was conducted in order to get an idea of the four dimensions of product quality, the four dimensions of marketing communications and the three dimensions of the marketing distribution channel in building consumer trust in Cianjur Pandanwangi rice. Consumer trust is reflected in transparency, incentives and partnerships. Semantic Differential with numerical rating scale was used to measure 300 responses collected by cross sectional survey. Data processing was conducted by SEM AMOS 22. The result of analysis shows that product quality and distribution channel have significant effects on consumer trust, while marketing communication channel does not give significant influences on consumer trust. Successive dimensions of quality that have significant influences on consumer trust include the rice glutinious texture, purity, color grain of rice and aroma while the output of distribution channel influential to consumer trust includes the diversity of sales volume and easiness to get Pandanwangi rice. These conditions indicate that consumer confidence is not only built from good product quality and ease of availability but also from appropriate communication media reaching the right target. Consumers will trust Pandanwangi rice is purely from Cianjur if it is communicated clearly and transparently.

Perceived Risk Analysis of and Willingness to Buy Food Nanotechnology

“…In addition, previous showed that interpersonal communication and social networks are able to strengthen the influence of the mass media, especially in which the public is unfamiliar enough with nanotechnology (Ho et al 2011). Consumer confidence is not only built from good product quality and ease of availability, but also from appropriate communication media reaching the right target (Lisarini et al 2018). The same analysis is also supported by previous research that has been done by Ho (2008) in which the study stated that the communication media have given significant effect on trust.…”

The diversity of edible plants traded in Ir. Soekarno Market, a traditional market in Sukoharjo District, Indonesia

“…Almost all of those variations have excellent fragrances, except beras merah and burung naga. Some researchers mentioned that farmers are not really interested in planting pandan wangi because of some reasons mainly from lack of socialization from the local government and that the harvest cannot cover the initial price (Lisarini et al 2018;Supyandi et al 2019). By botanists, rice is grouped into two varieties: Oryza sativa japonica and Oryza sativa indica (Widjaja et al 2014).…”