Consumer empowerment index of electronic product buying

Main Article Content

Megawati Simanjuntak
Shafira Anissa Putri
صندلی اداری


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.


Download data is not yet available.

Article Details

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 Her mobile numer +6281268795276. Her address is Perumahan Diamond Residence blok B5 jl. Delima Pekanbaru-Riau.


APRILLIYANTI, A. A. S. M. E.; WARDANA, M. (2014) Relationship of demographic characteristics with complaint behavior. Journal of Udayana University Management, v. 3, n. 8, p. 2378-2391.

CHANDRASEKHAR, B. (2012). Consumer Buying Behaviour and Brand Loyalty in Rural Markets: FMCG. IOSR Journal of Business and Management, v. 3, n. 2, p. 50-67.

COMMISION OF THE EUROPEAN COMMUNITIES. (2007) EU consumer policy strategy 2007-2013: Empowering Consumers, Enhancing Their Welfare, Effectively Protecting Them, Brussels. [internet] [downloaded 15 November 2016]. Available at: http: //

DOMESTIC TRADE POLICY CENTER. (2013) Analysis of SNI Development in the Framework of Supervision of Goods Supply [intenet]. [downloaded February 10, 2017]. Available at:

EKANEM, E.; MAFUYAI, M.; TEGEGNE, F.; MUHAMMAD, S.; SINGH, S. (2006) Consumer trust in extension as a source of biotech food information. Research in Brief. v. 44, n. 1.

GHOLIPOUR, A.; RAHIMIAN, A.; MIRZAMANI, A.; ZEHTABI, M. (2010). Impact Model of Women’s Empowerment. International Business Research, v. 3, n. 1, p. 57-65.

GIANTARA, M.S.; SANTOSO, J. (2014) Influence of culture, sub culture, social class, and perception of quality to behavior of decision of purchasing traditional cake by student in Surabaya [thesis]. Surabaya (ID): Universitas Kristen Petra Surabaya.

HANDOYO, R.; SETIAWAN, P. (2015) The influence of demographic characteristics and dissatisfaction on the behavior of consumers complaining on service workshop yamaha motorcycle diponegoro Denpasar Bali. Journal of Udayana University Management, v. 4, n. 10, p. 3317-3345.

HEUNG, V. C. S.; LAM, T. (2003) Customer complaint behaviour towards hotel restaurant service. International Journal of Contemporary Hospitality Management, v. 15, n. 5, p. 283-289.

HUNTER, G. L.; GARNEFELD, I. (2008) When does consumer empowerment lead to satisfied customers ?: Some mediating and Moderating Effects of the Empowerment-Satisfaction Link. Journal of Research for Consumers, v. 15, n. 1, p. 1-4.

INDONESIA CONSUMER PROTECTION FOUNDATION. (2016) Consumer complaints 2015. [internet]. [downloaded on February 20, 2017]. Available at:

ISHAK, S.; ZABIL, N. F. (2012) Impact of consumer awareness and knowledge to effective consumer behavior. Journal of Asian Social Science, v. 8, n. 13, p. 263-296.

KOBERG, C. S.; BOSS, R. W.; SENJEM, J. C.; GOODMAN, E. A. (1999) Antecedents and outcomes of empowerment. Group Organ Manage, v. 24, n. 1, p. 71–92.

KOTLER, P.,; ARMSTRONG. (2001) Marketing Principles. PT. Gelora Aksara Pratama. Volume 1. Eighth edition

MINISTRY OF TRADE OF RI. (2013) Supervision Stage VI: Ministry of Trade Finds 100 Products Violated [Internet] [Downloaded on 3 February 2017]. Available at:

MUBAROKAH, U. (2015) The influence of access to education and lifestyle on consumer empowerment in urban and rural areas Bogor. [thesis]. Bogor (ID): Bogor Agricultural University.

NARDO, M.; LOI M.; ROSATI, R.; MANCA, A. (2011) The Consumer Empowerment Index: A measure of the skills, awareness, and engagement of European consumers. EUR 24791 EN-2011. [downloaded November 15, 2016]. Available at JRC_report_consumer_empowerment_en.pdf.

NATIONAL STANDARDIZATION BOARD. (2009) SNI of Household and Stereo Safety Appliances Part 2-7: Special Requirements for Washing Machine (ID) Jakarta.

NGAI, E. W. T.; HEUNG, V. C. S.; WONG, Y.H .; CHAN, K. Y. (2007) Consumer complaint behavior of Asians and non-Asians about hotel services. European Journal of Marketing, v. 41, n. 11/12, p. 1375-1391.

NURHAYATI, I.; ELISABETH, Y. M. (2011) Consumer protection through formal and informal social control. Journal of Economics and Business, v. 10, n. 1, p. 71-76.

Regulation of the Minister of Trade No. 19 / M-DAG / PER / 5/2009 Regarding Registration of Manual And Warranty Card / After-Sale Warranty In Bahasa Indonesia For Telematics And Electronics Products.

PRASAD, R. K.; JHA, M. K. (2014). Consumer buying decisions models: a descriptive study. International journal of innovation and applied studies, v. 6, n. 3, p. 335-351.

RAHMAN, M. H.; NAOROZE, K. (2007) Women empowerment through participation in an aquaculture:experience of a large scale technology demonstration ptoject in Bangladesh. Journal of Social Science, v. 3, n. 4, p. 164-171.

RAQUIB, M. A.; ANANTHARAMAN, R. N.; EZE, U. C.; MURAD, M. W. (2010) Empowerment practices and performance in Malaysia - an empirical study. International Journal of Business and Management, v. 5, n. 1, p. 123-149.

SHIBLY, H. A. (2009) A characteristic of consumer empowerment drawn from three views of power. ABAC journal, v. 29, n. 3, p. 65-74.

SIMANJUNTAK, M. (2014) Level of empowerment and consumer empowerment strategy [dissertation]. Bogor (ID): Bogor Agricultural University.

SIMANJUNTAK, M.; YULIATI, L. N. (2016) Mapping of Indonesia Consumer Empowerment Index 2016. [Research Report]. Bogor (ID): Bogor Agricultural University.

SIMANJUNTAK, M.; YULIATI, L. N. (2017) Consumer Empowerment Survey in 4 Big Cities of Indonesia. [Research Report]. Bogor (ID): Bogor Agricultural University.

SINCERO, S. M. (2012) Advantages and disadvantages of the online survey. [internet] [downloaded on July 31, 2017]. Available at: Law of the Republic of Indonesia Number 8 the Year 1999 on Consumer Protection.

SOFYAN, A. J. (2017) The influence of socio-demographic characteristics, lifestyle and risk perceptions on consumer empowerment in the field of health insurance. [Thesis]. Bogor (ID): Bogor Agricultural University

THAPA, A. K.; GURUNG, L. (2010) Empowerment appraisal of rural women in Marathwada Region of Maharashtra State. Indian Res J. Ext. Edu., v. 10, n. 1, p. 33-36.

The Commision Staff Working Paper of Brussels (2011)

YOGA, I. M. S.; WARMIKA, G. K. (2013) Relationship of Demographic Characteristics to Consumer Complaints Behavior. Journal of Faculty of Economics Udayana University, v. 2, n. 1, p. 1106:1124.

YULIANTI, L. N.; ANZOLA, Y. (2009) Level of Consumer Satisfaction Against Company Response Post complaint action Through Print Media. Journal of Family and Consumer Science, v. 2, n. 2, p. 186-192.

ZULKARNAEN. (2008) Legal protection of consumer electronic goods [thesis]. Semarang (ID): University of Diponegoro.

Most read articles by the same author(s)

فروشگاه اینترنتی