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ABSTRAKTujuan penelitian ini adalah menganalisis bagaimana pengaruh perceived risk
pada kebijakan Expiration Date Based Pricing (EDBP) terhadap kepercayaan
konsumen. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam
penelitian ini adalah 100 pengunjung Giant Margo City Depok yang pernah
membeli dan mengkonsumsi produk hewani di Giant Margo City Depok minimal
6 bulan terakhir. Instrumen penelitian ini menggunakan kuesioner dan dianalisis
menggunakan linear regression. Hasil penelitian ini menunjukkan bahwa
perceived risk memeliki pengaruh sedang menuju kuat dan memiliki hubungan
terhadap kepercayaan konsumen sebesar 20.6 % dan sisanya sebesar 79.4 %
dipengaruhi faktor lainnya.
ABSTRACTThe objective of this research is to analyze the effect of perceived risk in
Expiration Date Based Pricing (EDBP) policy toward customer trust at Giant
Margo City, Depok. This research applied quantitative approach. The sample of
this research is 100 visitors of Giant Margo City that minimal last 6 months ago,
had been bought and consume meat product at Giant Margo City, Depok. This
research used questionnaire as research instrument and analyzed with linear
regression. The result of this research indicates that perceived risk have a low to
strong effect toward customer trust. Perceived risk effect customer trust equal to
20.6 % and the residue equal to 79.4% effected by some other factors."
