KEPUTUSAN KEPUTUSAN STRATEJIK UNTUK MENGEKSPLORASI SIKAP DAN PERILAKU KONSUMEN
Basu Swastha Dharmmesta(1*)
(1) Universitas Gadjah Mada
(*) Corresponding Author
Abstract
melibatkan empat tahapan: (1) menemukan korelasi antar variabel, (2)
memfokuskan model Ajzen-Fishbein sebagai a wal bahasan, (3) mengkaji model alternatif, dan (4) mencari variabel penengah. Eksplorasi model yang mengkaitkan sikap dengan perilaku yang telah melibatkan berbagai bidang keilmuan, seperti ilmu psikologi sosial, sosiologi, dan ekonomi, khususnya yang berkaitan dengan riset keputusan, dilakukan untuk mencari pembandingan bagi kemunculan model serupa dari psikologi kognitif. Makalah ini juga membahas pemahaman tentang perilaku konsumen yang terarah pada tujuan, persiapan konsumen untuk berperilaku, struktur sikap, dan pendekatan eksperimental.
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