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

Endah Lisarini,Eddy Yusuf,Sutina Sutina

doi:10.17358/ijbe.4.2.109

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.Keywords: marketing mix, consumer value, cianjur pandanwangi rice

Highlights

A number of consumer trust concepts put forward by experts are not confined to trust in partnership or transaction activity but consumer trust in goods or services, trademarks and even corporate image (Parasuraman et al 1985; Dwyer et al 1987; Anderson and Narus, 1990; Moorman et al 1993; Gundlach and Murphy 1993; Singh and Sirdeshmukh, 2000; Sirdeshmukh et al 2002 in Singh and Amit, 2015)
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
In relation to trust building, this study examined the channels of communication including word of mouth (WOM), advertising, exhibition and publicity

Summary

Introduction

A number of consumer trust concepts put forward by experts are not confined to trust in partnership or transaction activity but consumer trust in goods or services, trademarks and even corporate image (Parasuraman et al 1985; Dwyer et al 1987; Anderson and Narus, 1990; Moorman et al 1993; Gundlach and Murphy 1993; Singh and Sirdeshmukh, 2000; Sirdeshmukh et al 2002 in Singh and Amit, 2015). Trust can be built on the company honesty, truth and disclosure of information to consumers (Glen Urban (2005) in Kotler et al 2012), fulfillment of consumer expectations on products or services consumed (Alkin and Singh, 2005; Sarwar et al 2012) and ease of consumer to get the needed product (Purwono et al 2013; Edhole, 2013; Asriani et al 2014; Clow & Baack, 2014). From the discussion of FGD of the Cianjur Pandanwangi Rice Conservation Society (MP3C, 2015) and the preresearch conducted revealed the phenomenon that rice consumers are 'indifferent' to rice packaging that reads Pandanwangi. The previous research (Sarwar et al 2012; Ivanauskiene et al 2014; Nguyen et al 2013) revealed that consumer trust may have implications for consumer loyalty. Consumer trust can be formed from several things including product quality, relationships and good communication between companies and consumers

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