Effect of Trust and Risk on Consumer’s Decision to Purchase Chicken Meat In Surabaya

Abstract

Abstract - Food and Beverage industry had been growing in a rapid pace at Indonesia. Data stated from Food and Beverage Companies Association of Indonesia (GAPMMIN) shows that the nation growth of food and beverage industry in the last 5 years is quite high. Due to all this growth in Food and Beverage industry, the needs of raw materials such as vegetables, fruits and all kind of meat is also increasing, one of the most important for this industry is chicken meat. But of course as the population of farm is growing, problems also occurs even more than before, such as selling dead chicken meat, and the danger of bird flu. Due to this issue, government try to prevent and solve the problem, some education and sharing information have been done. This research try to find out how Trust and Risk variable effect on consumer’s decision to purchase chicken meat in Surabaya. Forty people in Surabaya have been selected to become the respondent for this research. This study shown that both Trust and Risk have simultaneous effect, but Risk have negative and un-significant effect, while Trust have positive and significant effect on Consumer’s Decision to purchase chicken meat in Surabaya.