Hasil Pencarian  ::  Simpan CSV :: Kembali

"Pemberhentian operasional maskapai akibat COVID-19 menyebabkan munculnya biaya tambahansehingga maskapai kesulitan menanggapi permohonan refund. Penelitian pada skripsi inidilakukan untuk menguji apakah menaikkan harga dan mengurangi refund dapat dianggap adilsebagai upaya melindungi laba. Selain itu, penelitian ini juga dilakukan untuk melihat pengaruhcara menginformasikan kenaikan harga dan mengurangi refund menggunakan rupiahdibandingkan dengan persentase terhadap persepsi keadilan. Akhirnya penelitian ini jugadilakukan untuk melihat pengaruh persepsi keadilan pada intensi membeli kembali. Eksperimenmenggunakan empat versi vignette dilakukan pada 83 mahasiswa S1 Universitas Indonesia yangpernah membeli tiket pesawat dalam negeri sejak tahun 2019. Uji hipotesis yang dilakukanmenunjukkan bahwa menaikkan harga dan mengurangi refund dianggap adil sebagai upayamelindungi laba. Kemudian, pada transaksi tidak adil, frekuensi intensi membeli kembali lebihrendah. Tetapi, penggunaan rupiah dan persentase tidak berpengaruh pada persepsi keadilan.

---

The restriction for airlines to operate because of COVID-19 has caused an increase in operational

costs, causing them a hard time to fulfill refund requests. This research aims to know whether

increasing prices and reducing refunds are considered fair as a way of protecting profit. Moreover,

this research also aims to overview the effect of informing price increase and reducing refund

using nominal versus percentage on fairness perception. Lastly, this research also aims to see the

effect of fairness perception on repurchase intention. Experiments using four versions of vignettes

were carried out on 83 bachelor students from Universitas Indonesia who had purchased a local

flight ticket since 2019. Hypotheses testing with Chi-square: Test for Goodness of Fit shows that

increasing price and reducing refunds are both perceived as fair to protect profit. Then, on

transactions that were considered unfair, the frequency of repurchase intention is lower. But the

findings show that there is no effect of using nominal or percentage on fairness perception."

"Dalam psikologi ekonomi, prinsip Dual Entitlement menyatakan bahwa pembeli berhak atas harga patokan dan penjual berhak atas laba patokan. Penjual tidak diperkenankan untuk menaikkan harga semata-mata untuk menambah keuntungan karena tindakan tersebut akan dipersepsikan pembeli sebagai perilaku tidak adil. Lalu bagaimana jika ongkos produksi atau operasional penjual membengkak dan laba patokan terancam? Pembeli dapat memahami tindakan penjual menaikkan harga hanya jika hal tersebut bertujuan untuk melindungi laba patokan. Studi terdahulu mengenai persepsi keadilan pembeli terhadap strategi melindungi laba berfokus pada menaikkan harga sebagai strategi utama penjual. Bagaimana dengan alternatif strategi mengurangi jumlah refund yang dikembalikan pada pembeli? Selain itu, apakah cara penjual menyajikan informasi harga secara total ataupun rinci berpengaruh pada persepsi keadilan? Eksperimen ini menggunakan desain 2 (strategi melindung laba: menaikkan harga vs. penurunan refund) X 2 (penyajian informasi harga: total vs. harga rinci) dan melibatkan 207 partisipan (rentang usia 18-23 tahun; Median usia = 19; 81% perempuan) untuk menguji persepsi keadilan pembeli terhadap strategi melindungi laba yang dilakukan oleh maskapai penerbangan. Hasilnya, baik menaikkan harga maupun pengurangan refund dengan cara penyampaian informasi harga total maupun rinci dipersepsikan sama adilnya oleh partisipan, bahkan setelah mempertimbangkan persepsi terhadap pricing practice penjual di Indonesia yang tidak adil. Namun, ketika mempertimbangkan bagaimana informasi harga disajikan, menaikkan harga dengan informasi rinci dipersepsikan lebih adil dibandingkan secara total. Menariknya, pengurangan refund secara rinci justru dipersepsikan tidak lebih adil dibandingkan secara total. Implikasi dan saran studi lanjutan dibahas dalam penelitian ini.

---

In economic psychology, the principle of Dual Entitlement asserts that buyers are entitled to reference price and sellers are entitled to reference profit. Sellers are not permitted to increase their price solely to increase their profit because such action would be deemed unfair by buyers. But what if the cost of production or operation rises, putting the reference profit at risk? Buyers will understand the sellers’ decision to increase their price only if it is aimed to protect their reference profit. Previous studies on consumer perception of fairness and profit protection have focused on price increases as sellers’ strategy to protect their reference profit. What about an alternative strategy of reducing the amount of refunds given to buyers? Does price framing, consolidated versus disaggregated, affect consumer’s fairness perception? The current experimental study utilized a 2 (profit protect strategy: price increase vs. refund reduction) X 2 (price information: consolidated vs. disaggregated price) design involving 207 participants (age range 18-23 years; Median age = 19; 81% female) to examine consumer perception of fairness towards the airline’s profit protection strategy. The result showed that both increasing prices and reducing refunds were considered equally fair by participants even after controlling their perception of Indonesian sellers’ pricing practices. However, when taking price information into consideration, the disaggregated price increase were considered more fair compared to the consolidated one. Interestingly, the case wasn’t the same with refund reduction as participants perceived disaggregated price disclosure less fair than consolidated one. Implications and suggestions for further research are discussed."