Pengaruh Keterlibatan dan Kategori Produk pada Niat Beli Konsumen (studi pada produk hedonik dan utilitarian)

• Main Authors: , Nur Setyo Aji, , Dr. Slamet Santoso Sarwono, MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• 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
• Institution: Universitas Gadjah Mada

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.