Abstract
Repurchase decision is influenced by several factors, among others are, marketing stimuli (marketing mix) environmental stimuli, consumer characteristics, and consumer psychology. Previously, marketers were more interested in studying consumer response to marketing mix. This study investigated the influence of consumer psychology on repurchase decision. The independent variables of the research are motivation, perception, learning, and attitude. The dependent variable is the repurchase decision of the BlackBerry. Data were collected by distributing questionnaires to 200 BlackBerry smartphone users. Data analysis was performed using multiple regression. The results showed that there is only one variable (attitude) that has a significant influence on repurchase decision. Thus, marketers with limited budgets need to be more selective in allocating their funds, which is primarily should be intended to build and develop positive attitudes towards BlackBerry.
Highlights
Alat telekomunikasi telah menjadi salah satu kebutuhan penting bagi masyarakat luas
Repurchase decision is influenced by several factors, among others are, marketing stimuli environmental stimuli, consumer characteristics, and consumer psychology
Marketers were more interested in studying consumer response to marketing mix
Summary
Sumber: Philip Kotler & Kevin Lane Keller. 2006. Marketing Management. Selanjutnya, serangkain proses psikologis dan karakteristik konsumen menentukan keputusan pembelian yang akan diambil seorang konsumen. Dalam proses psikologis terdapat beberapa faktor kunci yaitu motivasi, persepsi, pembelajaran dan ingatan, yang mempengaruhi respon konsumen terhadap berbagai stimuli pemasaran. Penelitian ini akan menyelidiki pengaruh psikologi konsumen terhadap keputusan pembelian. Keputusan konsumen dalam penelitian ini adalah pembelian kembali produk BlackBerry. Terdapat dua kemungkinan yang dapat menyebabkan seseorang melakukan pembelian kembali suatu produk. Ketika pembelian kembali muncul ada dua kemungkinan, yaitu pembelian yang diulangi dalam rangka memecahkan masalah (repeated problem solving), dan kebiasaan pengambilan keputusan (habitual decision making). Konsumen cenderung melakukan pembelian kembali untuk produk-produk ternama atau produk dengan merk yang telah dikenal luas terlepas dari apalah produk tersebut berharga mahal atau murah dan apakah produk high involvement atau low involvement (Akhir dan Othman, 2010). Penelitian ini diharapkan dapat melengkapi penelitian sebelumnya dengan menyelidiki keputusan pembelian kembali produk smartphone
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