Eric, Santosa ATTRACTION EFFECT ON CONSUMER’S DECISION MAKING. IJABER.
![[img]](http://eprints.unisbank.ac.id/style/images/fileicons/application_pdf.png) |
PDF
Download (5MB) |
Abstract
Understanding customers in making a choice is apparently inevitable. The Theory of Planned Behavior (TPB) provides marketers in of purpose. However, since the TPB looks like does not pay attention to other alternatives, when they get in and in some extent develop a particular situation such as an attraction effect, the choice likely should be carefully interpreted. The study primarily needs to know the influence of the attraction effect to customers’ decision making, particularly its effect to customers’ attitude and subjective norm. Eventhough it is no doubt of the TPB’s efficacy, the influence of the behavioral intention’s predictors i.e. attitude, subjective norm, perceived behavioral control, is on the second purpose. A sample consists of 100 respondents who buy, or own, or use, or just are interested in matic motorcycles, withdrawn through convenience and judgment technique. Data analyzed by Amos 5.0 and SPSS 16.0. As expected, the attraction effect has a significant influence whether to customers’ attitude or subjective norm. Likewise, both the customers’ attitude and perceived behavioral control are good predictors of the customers’ behavioral intention, though the subjective norm is on oppose.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Jati Sasongko Wibowo |
| Date Deposited: | 21 Oct 2019 06:40 |
| Last Modified: | 21 Oct 2019 06:40 |
| URI: | http://eprints.unisbank.ac.id/id/eprint/5422 |
Actions (login required)
 |
View Item |
