HUBUNGAN CONSUMER DECISION MAKING STYLE DENGAN POST PURCHASE DISSONANCE PADA REMAJA DI KOTA BANDUNG

Setiawan, Yoga (2017) HUBUNGAN CONSUMER DECISION MAKING STYLE DENGAN POST PURCHASE DISSONANCE PADA REMAJA DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini dilakukan untuk melihat korelasi antara consumer decision making style dengan post
purchase dissonance pada remaja di kota Bandung. Pendekatan kuantitatif dengan metode korelasi
digunakan dalam penelitian ini. Partisipan yang terlibat dalam penelitian ini sebanyak 513 individu
usia remaja yang berada pada rentang usia 15-18 tahun. Peneliti menggunakan kuisioner untuk
mengumpulkan data yang terdiri dari consumer style inventory (CSI) (Sprolles dan Kendal, 1986)
dan cognitive dissonance after purchase (Sweeney, Hausknecht, dan Soutar, 2000). Hasil uji
hipotesis menggunakan uji chi square dan uji korelasi pearson dan rasch model. Hasil penelitian
ini menunjukan 1) Consumer decision making style tipe perfectionist/high-quality conscious
berkorelasi negatif dengan post purchase dissonance hasil (r=-.119), 2) Consumer decision making
style tipe brand conscious, price equals quality berkorelasi positif dengan post purchase
dissonance (r=.104) 3) Consumer decision making style tipe novelty, fashion conscious berkorelasi
positif dengan post purchase dissonance (r=.102).
Kata kunci: konsumen, gaya keputusan membeli konsumen, disonansi kognitif pasca pembelian,
remaja.----------Abstract: This research was conducted to examine the correlation between consumer decision
making style and post purchase dissonance in teenagers. Quantitative approach was used in this
research. 513 teenagers aged between 15-28 years old participated in this research. Researcher
used questionairre to gather data using consumer style inventory (CSI) (Sprolles dan Kendal,
1986) and cognitive dissonance after purchase (Sweeney, Hausknecht, dan Soutar, 2000). Data
analyzed by using chi square, Pearson-Product Moment with Rasch model. This research showed
that 1) consumer decision making style perfectionist/high quality negatively correlated with postpurchase
dissonance. Consumer decision making style (r=-.119) 2) brand conscious, price equal
quality positively correlated with post purchase dissonance and consumer decision making style
(r=.104) novelty, fashion conscious positively correlated with post purchase dissonance (r=102)
showed that there are correlation between consumer decision making style with post purchase
dissonance on tenageers in Bandung.

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Item Type:	Thesis (S1)
Additional Information:	No. Panggil: S PSI SET h-2017; Pembimbing: I. Mediata Tarigan, II. Anastasia Wulandari; NIM: 1201922
Uncontrolled Keywords:	consumer decision making, post purchase dissomance
Subjects:	B Philosophy. Psychology. Religion > BF Psychology L Education > L Education (General)
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User:	Mrs. Santi Santika
Date Deposited:	19 Mar 2018 03:28
Last Modified:	19 Mar 2018 03:28
URI:	http://repository.upi.edu/id/eprint/29094

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