Analysis of the Influence of Risk Communications and Subjective Norms on the Purchase Intention of Soft Structured Carriers (SSC) and Their Impact on Perceived Risk

Aims: This study aims to study, analyze and reveal the factors influencing the interest in purchasing Soft Structured Carriers (SSC) in millennial mothers in the Jabodetabek area.

Study Design: Cross Sectional Quantitative Research.

Place and Duration of Study: 271 millennial parents in Jabodetabek who have bought soft structured carrier (SSC) at least once and still have kids below 1-year-old.

Methodology: This study used a quantitative with causal research approach and included 271 respondents (24 living in Depok, 32 living in Bogor, 56 living in Bekasi, 61 living in Tangerang, and 98 living in Jakarta; age range 25-40 years). The data gathered using questionnaire. Sample methods using the guideline from Hair et al. (2017); therefore, in this study, based on purposive (judgemental) sampling techniques and being analysed using Partial Least Square Structural Equation Model (SEM).

Results: The results of this study found that the direct relationship between risk communication (RC) had a positive and significant effect on perceived risk (PR) and purchase intention (PI), PR had a positive and significant effect on PI, but for subjective norms (SN), it was found that it did not affect PI. RC to PR has the most significant influence compared to other relationships. Attention to the RC factor can increase buying interest by only causing a PR factor in people's minds. Furthermore, in the indirect relationship, it is found that PR mediates the relationship between RC and PI. Therefore, PR has effectiveness in connecting RC with purchase intention.

Conclusion: Of the five hypotheses tested, one of them has no influence where Subjective norms were found not to affect Purchase intention. In indirect hypothesis testing, it is found that Perceived risk mediates the relationship between risk communication and purchase intention.