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Faculty Research

PENGARUH CUES DALAM KEPUTUSAN PEMBELIAN SMARTPHONE(STUDI PADA MAHASISWA DI STIE MALANGKUCECWARA MALANG)

Detail
Author SETIYAWAN
ID 202.710.084
Published Date 24-12-2013

Abstract

-Consumers always use quality cues to predict attributes they want to use in product (Smartphone). This study used indirect extrinsic cues (X1) to purchase decision (Y) through quality perception (Z) pathway track model. The first pathway is direct influence of extrinsic cues (X1) and intrinsic cues (X2) to quality perseption. The second patheway from track analysis model is direct influence and indirect extrinsic cues (X1) and intrinsic cues (X2) through purchase decision (Y). This study result shows that intrinsic cues variable did not affect the decision of buying Smartphone through quality perception. It means that consumer sometimes can not evaluate cues accurately related to quality assessment in post-purchasing evaluation due to misinterpret or limitation of accessing product information. Extrinsic cues positively affect purchasing decision in buying Smartphone through quality perception due to increasing the quality perception in consumer assessment about overall product eminence will have big impact in interest extrinsic of consumers who will buy Smartphone product. Consumers perception about purchasing quality is based on quality cues. Keyword: Extrinsic Cues, Intrinsic Cues, Purchase Decision.