Pengaruh Pembelian Kompulsif Pada Niat Beli Ulang Konsumen Berdasarkan Teori Disonansi Kognitif

ALFITMAN, Prof. Basu Swastha Dharmmesta, MBA., Ph.D; Bayu Aji Aritejo, MM., M.Si., Ph.D

2019 | Disertasi | DOKTOR ILMU MANAJEMEN

Intisari Penelitian ini bertujuan untuk menguji pengaruh pembelian kompulsif pada niat beli ulang konsumen melalui mekanisme disonansi kognitif, penyesalan, dan kepuasan. Berbeda dengan konsep pembelian yang selama ini dikenal, penelitian ini mendefinisikan pembelian kompulsif sebagai pembelian keterpaksaan yang berulang (Heather, 2017; Begley, 2017), bukan penyakit (Workman dan Paper, 2010) atau budaya konsumen (Ridgway dkk., 2008; Workman dan Paper, 2010; Heather, 2017). Data penelitian dikumpulkan melalui pendekatan survei cross section pada pengguna krim perawatan wajah klinik kecantikan di Indonesia yang ditentukan berdasarkan penyampelan bertujuan. Data sebanyak 251 responden wanita yang layak kemudian dianalisis menggunakan teknik Model Persamaan Struktural. Hasil analisis menunjukkan semua hipotesis penelitian ini, , didukung secara statistik dan teori, kecuali untuk H4(-), yaitu pengaruh disonansi kognitif pada kepuasan, tidak didukung. Hal tersebut berarti bahwa jika konsumen merasakan disonansi kognitif akibat pembelian kompulsif mereka, maka sulit bagi pemasar untuk memuaskan konsumen mereka. Dengan demikian, faktor kepuasan menjadi penting untuk menjaga niat beli ulang konsumen. Kesimpulannya adalah sepanjang konsumen merasakan kepuasan dalam pembelian kompulsif mereka, konsumen akan tetap berniat untuk membeli kembali. Implikasi dari temuan penelitian ini bagi akademisi dan pemasar dijelaskan lebih lanjut dalam disertasi ini.

ABSTRACT This research aims to examine the influence of compulsive buying on consumer’s repurchase intention based on Cognitive Dissonance Theory. Unlike the compulsive buying concept have been known so far in scientific literatures, this research defines compulsive buying as a force that makes consumer to buy or strong compulsion (Heather, 2017) and they are repetitive buying consumer engage in over and over again to alleviate an angst brought on by the possibility of negative consequences (Begley, 2017). It is not either an illness (Workman and Paper, 2010) or consumer bad habit (Ridgway et al., 2008; Workman and Paper, 2010; Heather, 2017). The Data is collected using cross-sectional survey design, while the subjects are the users of face care cream in beauty clinics in Indonesia determined based on purposive sampling method. The number of respondents is 251 qualified women. The Data is then analyzed using Structural Equation Model technique. The results shows that all hypotheses of this research are supported statistically and theoretically, except for H4(-), which is the influence of cognitive dissonance on consumer satisfaction. it is not supported in this research. It means, if the consumers have experienced cognitive dissonance due to their compulsive buying, then it is so hard for the marketer to satisfy their consumers. Thus, the satisfaction becomes important and central factor to maintain consumer repurchase intention. In other words, as long as the consumers are satisfied with compulsive buying, they will have strong intention to repurchase. The contribution and implication of the finding of this research, both theoretically and practically, are explained further in this dissertation. Keywords: Compulsive Buying, Disease, Impulse Control Disorder, Impulsive Buying, Repurchase Intention

Kata Kunci : Pembelian Kompulsif, Penyakit, Impulse Control Disorder, Pembelian Impulsif, Niat Beli Ulang Konsumen