Dampak beberapa produk baru pada himpunan ingat kembali, konsiderasi, dan pilihan konsumen
SANTOSA, MS. Eric, Promotor Prof.Dr. Asip F. Hadipranata
2004 | Disertasi | S3 Ilmu Ekonomi-
A decision to purchase generally does not happen with any process. It is believed consisting of a series of stages. A customer firstly deals with an evoked set, brands the customer has in his or her memory, that he or she considers acceptable and that he or she will consider when contemplating a purchase of the category. How a particular brand can be retrieved from memory, affected by a unique characteristic, that differentiates the brand from others. A brand that customer wants to buy, should be a result of a selection process in a consideration set. While in Indonesia, a lot of new products comes to the market, such as Mocin (Motor Cina), television, handphone, soap, deodorant, radio, washing machine, freezer, fan, soft drink, and rice cooker, the process from retrieval to choice is still unclear. The aim of this study is to clarify the sequence of purchase decision making, when a lot of new brands come to minds. Which brands can be retrieved, what characters should a brand possess, is the premier purpose. The consideration set deals with brands that successfully retrieved. How brands can be successfully considered while competitors strive to win, under the influence of attraction effect, compromise effect, and assimilated effect. At last, how a customer makes a choice, is the final purpose. Since more than one brands successfully step forward, a decision to make one choice is very attentive. The study works with eleven hypotheses. Samples consist of 450 students, selected from particular regular and non-regular class among private universities in Yogyakarta. Two types of research design are used, firstly, within subject, which treats sample both as experimental group and control group simultaneously, characterized the first experimental study (SE1). Secondly, between subject, where an experimental group and a control group are treated separately, characterized the second experimental study (SE2). The study also employs three phases of preliminary studies (SP1, SP2, SP3), which aim to develop criteria applied on experimental studies. The SE1 utilizes a percentage analyze, logit regression model, and a regression with dummy variables. The SE2 employs a percentage analyze, logit regression model, t-test, and differentiates phenomena between experimental and control group. The result is that the eleven hypotheses are supported in SE1. The acceptance of what has been hypothesized, is supported as well in SE2. Prod ucts that are salient, primacy, recency, and assimilacy, are easily retrievable. Products that are dominant, compromise, assimilated, dominant assimilated, compromise assimilated are easily considerable and high favor to be a choice. Products, whether belo ng to high involvement or low involvement, must follow a multistage process.
Kata Kunci : Manajemen Pemasaran,Perilaku Konsumen,Produk Baru
