Pengaruh Keterlibatan dan Kategori Produk pada Niat Beli Konsumen (studi pada produk hedonik dan utilitarian)
Marketers often compete each other to understand what consumers want, because which companies most understood consumers want, could be sure that those company is the leader. In the effort to understand consumers behavior regarding what consumers need usually they use purchase intention as a indicato...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2012
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/98314/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53471 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Marketers often compete each other to understand what consumers want,
because which companies most understood consumers want, could be sure that
those company is the leader. In the effort to understand consumers behavior
regarding what consumers need usually they use purchase intention as a indicator.
In this research, hedonic and utilitarian products became the research
object which is they has different involvement type. The emphasis of hedonic
products is emotional pleasure and affective aspect perceived, meanwhile
evaluation of utilitarian product is on functional aspect and use cognitive
involvement on their perceived. From two of those product type will be tested the
affects toward consumers purchase intention, when the test is using partially
regression statistic analysis.
The finding of this research showed that afective involvement on hedonic
products significantly affected toward consumers purchase intention, while
cognitive involvement on utilitarian products does not significantly affected
toward consumers purchase intention. |
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