ANALISIS ATRIBUT PRODUK, KETIDAKPUASAN KONSUMEN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PERPINDAHAN MELALUI RESPON EMOSI SEBAGAI VARIABEL INTERVENING (Studi pada Event Organizer di Kota Semarang)

Abstract

This study aims to analyze the effect of product attributes, consumer dissatisfaction and confidence in the decision of the consumer movement through the emotional response to the event organizer in the city of Semarang.
The population in this study is that consumers who use the services of event organizer in Semarang. The sampling technique used in this study was purposive sampling, which is a technique of determining the sample with particular consideration of the consumers who've made a purchase at the event organizer at least 1 times. Analysis tools used in this study is the path analysis.
Based on test results indicate that the effect of product attributes of emotional response is significant. The effect of dissatisfaction with the emotional response is significant. The influence of trust on the emotional response is significant. Emotional response may be an intervening variable between product attributes to consumer switching decisions. Emotional response may be an intervening variable between dissatisfaction with the decision of the consumer movement. Emotional response may be an intervening variable between consumer confidence in the transfer decision. The influence of emotional response to the decision of the consumer movement is significant, meaning that if the emotional response of consumers increases,the decision will increase the displacement.
Keywords: Product attributes, consumer dissatisfaction, beliefs, emotions and decision-displacement response