KINERJA EKSPOR INDONESIA DAN PERSEPSI KONSUMEN PAKISTAN TERHADAP MINYAK SAWIT DAN PRODUK TURUNANNYA

Abstract

Abstrak

Pakistan merupakan negara nontradisional mitra dagang strategis Indonesia. Pakistan mengimpor Crude Palm Oil (CPO) Indonesia untuk memenuhi kebutuhan minyak makan. Industri minyak makan di Pakistan memiliki karakter sangat kompetitif, hambatan masuk (barrier to entry) yang rendah, dan cenderung sensitif terhadap perubahan harga. Tujuan penelitian ini yaitu: (1) Menganalisis kinerja ekspor minyak sawit dan produk turunannya di Pakistan; (2) Menganalisis tingkat pengetahuan dan faktor yang memengaruhi konsumen rumatangga Pakistan terhadap minyak sawit dan produk turunannya asal Indonesia; (3) Menganalisis tingkat loyalitas konsumen rumah tangga di Pakistan terhadap produk cooking oil. Penelitian ini menggunakan analisis deskriptif kualitatif, analisis regresi logistik, dan analisis loyalitas konsumen. Hasil analisis menyajikan kinerja ekspor minyak sawit Indonesia ke Pakistan mengalami trend peningkatan sejak tahun 2012 dan salah satunya disebabkan penandatangan Preferential Trade Agreement (PTA). Konsumen rumahtangga di Pakistan sebagian besar tidak mengenal CPO atau produk hasil turunannya serta tidak memahami isu lingkungan terkait industri kelapa sawit. Terdapat empat variable yang memengaruhi peluang responden mengetahui CPO dan produk turunannya yaitu lokasi tempat tinggal, dummy frekuensi konsumsi cooking oil, dummy frekuensi konsumsi margarine, dan dummy frekuensi es krim. Konsumen di Pakistan merupakan konsumen yang tergolong dalam kelompok liking the brand dengan tidak sepenuhnya switcher buyer.

Kata Kunci: Crude Palm Oil, Pakistan, Regresi Logistik, Analisis Loyalitas Konsumen, Cooking Oil

Abstract

Pakistan is a non-traditional trading partner country that is a strategic r for Indonesia. Pakistan imports Crude Palm Oil (CPO) to meet the needs for edible oil. Pakistan’s cooking oil industry is highly competitive with low barriers to entry, also moderately sensitive to price changes. The aims of this research are to (1) analyze the export performance of palm oil and its derivative products; (2) analyze the level of knowledge and the factors that influence Pakistani consumers; (3) analyze the level of loyalty of household consumers to cooking oil. The research used descriptive qualitative analysis, logistic regression analysis, and analysis of brand loyalty. The results of the analysis showed that Indonesian palm oil exports to Pakisthavehas had an increasing trend since 2012, caused by the implementation of the Preferential Trade Agreement (PTA). Most consumers in Pakistan were not familiar with CPO or its derivative products and did not understand the environmental issues related to the palm oil industry. There are four variables that affect the probability of respondents knowing CPO and derivative products, namely, location of residence, dummy frequency of cooking oil consumption, dummy frequency of margarine consumption, and dummy frequency of ice cream. Generally, Pakistan consumers are a group of consumers that liking the brand group.

Keywords: Crude Palm Oil, Pakistan, Logistic Regression, Analysis of Brand Loyalty, Cooking Oil

JEL Classification: C25, D12, F14, Q17