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.
Highlights
According to the Central Board of Statistics in 2014, the number of households reached 64,771.60
According to a survey conducted by the National Consumer Protection Agency, consumers in Indonesia prefer to remain silent if they get products or services that do not meet their expectations
This study aimed to identify the profiles of consumer empowerment on electronics product and analyze the influence of demographic, social and economic characteristics on consumer empowerment on electronics product
Summary
According to the Central Board of Statistics in 2014, the number of households reached 64,771.60. Human needs as a consumer, especially households cannot be separated from the various needs of life. According to the research of Nurhayati and Elisabeth (2011), there were cases of consumer losses in trade and cases of losses in property and services trade, where most cases were property business (36%), vehicle sales (20%), food (16%), and household appliances (8%). The low awareness of consumers about their rights triggers the lack of ability of consumers to protect themselves from fraudulent business actors (ISHAK; ZABIL, 2012). According to a survey conducted by the National Consumer Protection Agency, consumers in Indonesia prefer to remain silent if they get products or services that do not meet their expectations
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