DAMPAK CONSUMER CONFUSION PRONENESS DALAM PEMBELIAN NOTEBOOK DI KALANGAN KAUM MUDA

Rosadi, Malisa (2014) DAMPAK CONSUMER CONFUSION PRONENESS DALAM PEMBELIAN NOTEBOOK DI KALANGAN KAUM MUDA. S2 thesis, UAJY.

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Abstract

High-tech products, such as notebook, are still market favorite in Indonesia. Notebook purchase is dominated by young people aged between 15 and 24 years old. However, it is not easy for consumers to make notebook purchase decision because they are dealt with too many options and the difference among brands is relatively small. Such situation induces consumer confusion. Consumer confusion proneness (similarity, overload, and ambiguity confusion) is becoming a problem for young people, as consumers, and marketers. Therefore, this research was conducted to examine the effect of consumer confusion proneness on word of mouth, trust, consumer satisfaction, and decision postponement. The research object is notebook, and the sample involved 522 young people aged < 19 to > 24 who had experience in buying a notebook. Twelve hypotheses were tested using multiple linear regressions. The findings of this research indicate that similarity confusion and overload confusion have significant negative impact on trust and have significant positive impact on decision postponement. Next, overload confusion and ambiguity confusion have significant negative impact on word of mouth. The three dimensions of consumer confusion proneness have negative impact on customer satisfaction. Furthermore, the research found that information search is important for consumer, and the most important information source is information site of notebook.

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