Artikel Ilmiah : P2CB13001 a.n. VERDINA PARASMITA
| NIM | P2CB13001 |
|---|---|
| Namamhs | VERDINA PARASMITA |
| Judul Artikel | EVALUASI PENGARUH DIMENSI CONSUMER CONFUSION PRONENESS TERHADAP PERILAKU KONSUMEN PADA PEMBELIAN PRODUK BUSANA MUSLIM |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui pengaruh consumer confusion proneness yang disebabkan oleh produk yang mirip (Similarity), terlalu banyak pilihan (Overload) dan atau informasi dan ambiguitas informasi (Ambiguity) terhadap lima perilaku konsumen yaitu : Word Of Mouth (WOM), trust, consumer satisfaction, Decision postponement dan Share/delegate purchase. Analisis data menggunakan Structural Equation Modelling (SEM). Populasi dalam penelitian ini adalah mahasiswi muslim Fakultas Ekonomi dan Bisnis Universitas Jenderal Soedirman. Jumlah sampel pada penelitian ini adalah sebanyak 225 responden dengan metode pengambilan sampel yang digunakan adalah menggunakan probability sampling dan teknik pengambilan sampelnya adalah simple random sampling. Berdasarkan hasil uji hipotesis diketahui: (1a) Similarity confusion proneness tidak berpengaruh terhadap WOM; (1b) Similarity confusion proneness berpengaruh positif terhadap trust; (1c) Similarity confusion proneness berpengaruh positif terhadap consumer satisfaction; (2a) Overload confusion proneness berpengaruh negatif terhadap WOM; (2b) Overload confusion proneness berpengaruh negatif terhadap trust; (2c) Overload confusion proneness berpengaruh negatif terhadap consumer satisfaction; (3a) Ambiguity confusion proneness berpengaruh positif terhadap WOM; (3b) Ambiguity confusion proneness berpengaruh positif terhadap trust; (3c) Ambiguity confusion proneness berpengaruh positif terhadap consumer satisfaction; (1d) (2d) (3d) Similarity, Overload dan Ambiguity confusion proneness tidak berpengaruh terhadap decision postponement; (1e),(2e),(3e) Similarity, Overload dan Ambiguity confusion proneness tidak berpengaruh terhadap share/delegate purchase. Berdasarkan hasil penelitian, maka dapat ditarik kesimpulan bahwa secara umum kecenderungan kebingungan konsumen (consumer confusion proneness) berpengaruh negatif dan positif terhadap perilaku konsumen busana muslim, meskipun tidak semua dimensi consumer confusion (Similarity, Overload dan Ambiguity) secara langsung berpengaruh pada perilaku konsumen yang diteliti. |
| Abtrak (Bhs. Inggris) | This reaserch aim to investigate the influence Similarity, Overload and Ambiguity confusion proneness to fifth consumer behavior, consisting of Word Of Mouth (WOM), trust, consumer satisfaction, Decision postponement and Share/delegate purchase. Data analysis using Structural Equation Modelling (SEM). The population in this research are Muslimah student at the Faculty of Economics and Business Jenderal Soedirman University. Determination of the number of samples in this study were 225 respondents with a sampling method used is using probability sampling and sample collection technique is simple random sampling. Based on the results of hypothesis testing are known: (1a) There is no effect between similarity confusion proneness to WOM; (1b) There is positif effect between similarity confusion proneness to trust; (1c) There is positif effect between similarity confusion proneness to consumer satisfaction; (2a) There is negatif effect between overload confusion proneness to WOM; (2b) There is negatif effect between overload confusion proneness to trust; (2c) There is negatif effect between overload confusion proneness to consumer satisfaction; (3a) There is positif effect between ambiguity confusion proneness to WOM; (3b) There is positif effect between ambiguity confusion proneness to trust; (3c) There is positif effect between ambiguity confusion proneness to consumer satisfaction; (1d) (2d) (3d) There is no effect among similarity, overload and ambiguity confusion proneness to decision postponement; (1e),(2e),(3e) There is no effect among similarity, overload and ambiguity confusion proneness to share / delegate purchase. Based the discussion of the research results, it can be concluded that the general there is negative and positive impact between consumer confusion proneness dimension (Similarity, Overload and Ambiguity) to the consumer behavior Muslim fashion, although not all the dimensions of consumer confusion proneness directly impacts the fifth consumer behavior studied. |
| Kata kunci | Consumer confusion pronenes, WOM, Trust, Decision Postponement, Share/Delegate Purchase |
| Pembimbing 1 | Dr. Pramono Hari Adi, MS |
| Pembimbing 2 | Dr. Riswan, M.Si., Ak |
| Pembimbing 3 | |
| Tahun | 2015 |
| Jumlah Halaman | 21 |
| Tgl. Entri | 2015-08-25 15:05:33.169981 |