RISET TENJANG MINAT DAN PERILAKU KONSUMEN: SEBUAH CATATAN DAN TANTANGAN BAGI PENELITI YANG MENGACU PADA "THEORY OF REASONED ACTION"
Basu Swastha Dharmmesta(1*)
(1) Universitas Gadjah Mada
(*) Corresponding Author
Abstract
Makalah ini bertujuan mengidentifikasi fenomena yang diperkirakan muncul dalam riset konsumen, khususnya pada keterkaitan antara minat dan perilaku konsumen. Perhatian pada riset konsumen yang mengacu pada model Fishbein - Ajzen (Theory of Reasoned Action) ini dikaitkan dengan aplikasi dalam pengembangan produk baru. Akurasi prediksi variabel perilaku dari variabel sikap yang ditengahi oleh variabel minat dipengaruhi oleh faktor situasional, dimensi waktu, konteks pemasaran, dun ukuran-ukuran kriterion maupun prediktomya. Fenomena di atas perlu mendapatkan perhatian yang lebih besar dari periset konsumen.
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