Pengaruh consumer novelty seeking, normative influences, dan informal influences pada proses pengadopsian produk baru
Tussufah, Hamidah, Dr. BM. Purwanto, MBA
PENGARUH CONSUMER NOVELTY SEEKING, NORMATIVE INFLUENCES, DAN INFORMATIONAL INFLUENCES PADA PROSES, PENGADOPSIAN PRODUK BARU
Diajukan oleh:
Hamidah Tussufah 19999/IV -3/1965/03
Penelitian ini dilakukan untuk menguji pengaruh consumer novelty seeking (CNS), normative influences (NI), dan informational influences (II) pada proses pengadopsian produk baru sepeda motor dan samphoo. Model penelitian ini merupakan pengembangan dari model yang dikemukakan oleh Manning, Bearden dan Madden (1995) dalam artikelnya yang berjudul "Consumer Innovativeness and the Adoption Process" dengan menganalisa pengaruhnya pada produk high involvement yang bersifat puhlic (sepeda motor) dan produk high involvement yang bersifat private.
Dengan menggunakan alat analisis logistic regression dalam program SPSS versi 10.00 hasil penelitian menunjukkan bahwa terdapat perbedaan pengaruh diantara produk high involvement (public) dengan produk high involvement (private). Hasil penelitian menunjukkan bahwa pengaruh CNS, NI dan II pada proses pengadopsian produk baru (tahap trial) lebih besar pengaruhnya pada produk baru sepeda motor dari pada produk baru samphoo. Sementara pengaruh eNS pada tahap awal proses pcngadopsian produk baru (tahap actualized novelty seeking), lebih besar pengaruhnya pada produk samphwo dari pada produk baru sepeda motor.
Kata-kata kunci: Consumer Novelty Seeking, normative influence, pengadopsian produk baru
CONSUMER NOVELTY SEEKING INFLUENCE, NORMATIVE INFLUENCES, AND INFORMATIONAL INFLUENCES ON THE NEW PRODUCT ADOPTION PROCESS
Proposed:
Ilamidah Tussifah 19999/lV-3/1965/03
This research is carried out to test consumer novelty seeking (eNS) influence, normative influences (NI) and informational influences (II) on the new product adoption process ofmotorcyc1e and samphoo. The model of this research is advanced by Manning, Bearden dan Madden (1995) in their article entitled "Consumer . Innovativeness and •the Adoption Process"• by analysing their effect on high involvement product that public identified (motorcycle) and high involvement product that private identified (samphoo).
By using analysis instrument of IOKistic rewession in SPSS 10.00 program, the result explained that there are differences effect between high involvement product (public) and high involvement product (private). Such finding show that consumer novelty seeking influence, normative influences and informational influences on the new product adoption process (trial stage) more potential influence on a new motorcycle product than on a new samphoo product. While consumer novelty seeking influence on the new product adoption process (on actualized novelty seeking stage) more potential influence on a new samphoo pwduct than a new mortorcyc1e product.
Keywords: Consumer Novelty Seeking, Actualized Novelty Seeking, Normative Influences, Informational Influences, a new product adoption process, High involvement (public dan private).
Kata Kunci : Consumer Novelty Seeking, Actualized Novelty Seeking, Normative Influences, Informational Influences, a new product adoption process, High involvement (public dan private).
