Analisis Perbandingan Sosial dan Pengaruh Kelompok Acuan Informal pada Pengambilan Keputusan Pembelian Notebook

LIONG PO TJIAN, SE, Dra. Sari Winahjoe, M.B.A.

2008 | Tesis | S2 Manajemen

Penelitian ini bertujuan menguji hubungan antara ko-orientasi konsumen notebook dengan kelompok acuan informalnya (sebagai satu variabel) dengan : 1. keinginan konsumen notebook untuk mencari informasi dari kelompok acuan informalnya (Information Seeking) 2. tingkat kepercayaan konsumen notebook terhadap informasi yang disampaikan oleh kelompok acuan informalnya (Source Credibility) 3. keputusan konsumen notebook dalam menentukan pilihan produknya (Group Influence on Product Choice). Pengujian yang dilakukan adalah Uji Validitas dan Uji Reliabilitas, serta Uji Hipotesis Hasil penelitian adalah pengaruh kelompok acuan informal terhadap berbagai kelompok konsumen notebook.

This research is designed to test the co-orientation of a notebook consumer as an individual with his informal reference group (as one variable) compared with: 1. The need to seek information from the informal reference group (Information Seeking) 2. The reference groups credibility as a source of information (Source Credibility) 3. The reference groups influence on his purchasing decision. (Group Influence on Product Choice). Tests conducted are Validity and Reliability Test, and Hypotheses Test. The result is of this research is co-orientation of an individual with his informal reference group has different effects on the Information seeking, Source credibility, Group influence on product choice, therefore notebook marketing activities should be tailored to the groups of targeted consumers.

Kata Kunci : : kelompok acuan informal, Reflected Appraisal, Comparative Appraisal, Information Seeking, Source Credibility, Group Influence on Product Choice