THE ROLE OF CONSUMER PSYCHOLOGY AND CHARACTERISTICS IN BUYING DECISION PROCESS OF CDMA-BASED GADGET

THE ROLE OF CONSUMER PSYCHOLOGY AND CHARACTERISTICS IN BUYING DECISION PROCESS OF CDMA-BASED GADGET

Author		: HENDRIK PURNAMA SURYA NUGRAHA; INDIRA RACHMAWATI 
Published on	: Learning Organization : Management and Business Internasional Journal [ISSN:2354-6603]. (Telkom Corporate University & Telkom University - Bandung Indonesia)

Abstract

“This research focuses its attention to support empirically the role of consumer psychology and consumer characteristics in buying decision of code division multiple access (CDMA)-based gadget. Consumers??? perspectives were collected using probability random sampling with 40 questionnaire items towards 400 respondents in Bandung, Indonesia and it was proceed by structural equation modeling.

In addition, this study is aimed to explain why consumers chose this product rather than other competitors. It was found that consumer psychology influenced consumer buying decision process by 55% and consumer characteristics influenced consumer buying decision process by 33%. Memory was the highest dimension in consumer psychology, i.e. 82% while culture and social dimensions had the same value, i.e. 83% in consumer characteristics.

This finding along with the arguments of research contributions and suggestions for future research in academicians and practitioners are presented in this paper. The crucial implication of this research is the practitioners have to learn the organization for competitive advantage by focus on the consumer self-concept and consumer lifestyle based on consumer psychology.”

Keywords: Consumer Psychology, Consumer Characteristics, Buying Decision Process, Cdma-based gadget, Indonesia.