Consumer empowerment index of electronic product buying

Main Article Content

Megawati Simanjuntak
Shafira Anissa Putri

Abstract

The purpose of this research was to analyze the influence of demographic, social and economic characteristics towards the consumer empowerment of electronic products. The research used cross-sectional study with an online survey of 100 respondents. Data were analyzed using descriptive and inferential analysis. Descriptive analysis used to identify the demographic, social and economic characteristics of the sample and the consumer empowerment index. The inferential analysis used in this study include chi-square test and logistic regression. The level of consumer empowerment in electronic products only 41.78 that belongs to capable category. The largest index was found in goods selection dimension (88.33) and the lowest (6.4) on behavior complaint dimension. The result of this study showed that female, early-aged adult (18-40 year), higher education, employed, income between Rp2 000 000-Rp3 000 000 per capita per month, origin from the urban area, and family size ≤ 4 were the most empowered consumers. Only two of six variables significantly affect consumer empowerment, namely age and education. Age has a negative and significant effect on consumer empowerment, while education has a positive and significant effect on consumer empowerment of electronic products. Based on the results of the research, it is necessary to raise awareness of consumers to be able to choose the brand of local products. Also consumers need to use their rights as consumers to be able to file complaints if they experience disappointment or loss when buying electronic products.

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Author Biographies

Megawati Simanjuntak, Department of Family and Consumer Sciences Faculty of Human Ecology, Bogor Agricultural University (IPB)

Megawati Simanjuntak is an Associate Professor at the Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB), Indonesia. Her areas of specialization include consumer behavior, consumer education and protection, and consumer research. Since 2013, Megawati has been actively involved in various research on consumer empowerment, including the mapping and measurement of consumer empowerment index, formulation of instruments and identification of consumer empowerment, and survey of Consumer Empowerment Index in rural and urban areas across western, central, and eastern Indonesia region.

Shafira Anissa Putri, Department of Family and Consumer Sciences Faculty of Human Ecology Bogor Agricultural University (IPB)

Shafira Anissa Putri is a bachelor graduate from Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB), Indonesia. She can be contact by email through Shafiraanissa7@gmail.com. Her mobile numer +6281268795276. Her address is Perumahan Diamond Residence blok B5 jl. Delima Pekanbaru-Riau.

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