THE EFFECT OF PERCEIVED PRODUCT-SIMILARITY TOWARDS DECISION MAKING DIFFICULTY WITH CONSUMER INVOLVEMENT AS MODERATION: A STUDY TOWARDS COFFEE CONSUMERS IN BANJARNEGARA
Abstract. The purpose of this study is to analyze the results of thinking on the difficulty of making decisions moderated by consumer involvement. The Banjarnegara coffee brand is in a broad category and more and more similar products, some of which have high similarities, making it increasingly difficult for consumers to distinguish between types of coffee brands. In addition, increasing brand approval needs to increase consumer decisions to buy what is needed. One factor that also influences decision making is consumers who involve consumers. This type of research is quantitative research, the sample of this study was coffee connoisseurs directly from the Banjarnegara region, Purbalingga and Banyumas who collected 61 people and were consumers who used coffee from Banjarnegara at least twice a week. Hypothesis testing is done using moderation regression analysis. The test results show that the difficulty of making decisions is influenced by perceptions of significant products and consumer participation moderates the causality relationship.
Keywords: Perceived Product-Similarity, Decision difficulty, Involvement, coffee, consumer
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