Perbedaan Keraguan Pasca Pembelian Ditinjau dari Tipe Pengambilan Keputusan Produk Skincare Secara Online

Abstract

Post-purchase dissonance makes the buying activity more difficult for some consumers. There are many things to consider before making a purchase. This study aims to further examine the role of decision-making types in generating post-purchase dissonance. This study involved 146 people where the sample was determined by purposive sampling method. The post-purchase dissonance scale was compiled based on the theoretical aspects put forward by Sweeney, Hausknecht, & Soutar (1995). The decision-making type scale is arranged based on the type proposed by Schiffman and Kanuk (2010). All data were analyzed with SPSS 25.00. The results show that there are differences in post-purchase dissonance among the three groups of decision-making types measured. This shows that the research hypothesis which says there are differences in post-purchase dissonance between the three decision-making groups is accepted (F=16.5; p<0.05)