PENGARUH“CUES” DALAM KEPUTUSAN PEMBELIAN SMARTPHONE (STUDI PADA MAHASISWA STIE MALANGKUÇEÇWARA MALANG)

Abstract

Consumers always use quality cues to predict attributes they want to
use in product (Smartphone). This study used indirect extrinsic cues (X1) to
purchase decision (Y) through quality perception (Z) pathway track model. The
first pathway is direct influence of extrinsic cues (X1) and intrinsic cues (X2) to
quality perception. The second pathway from track analysis model is direct
influence and indirect extrinsic cues (X1) and intrinsic cues (X2) through
purchase decision (Y).This study result shows that intrinsic cues variable did not
affect the decision of buying Smartphone through quality perception. It means
that consumer sometimes can not evaluate cues accurately related to quality
assessment in post-purchasing evaluation due to misinterpret or limitation of
accessing product information. Extrinsic cues positively affect purchasing
decision in buying Smartphone through quality perception due to increasing the
quality perception in consumer assessment about overall product eminence will
have big impact in interest extrinsic of consumers who will buy Smartphone
product. Consumers perception about purchasing quality is based on quality
cues.
Keywords: Extrinsic Cues, Intrinsic Cues, Purchase decision