Analisis Pengaruh Consumer Innovativeness Dan Market Maven Terhadap Opinion Leadership

Arif Fakhrudin

Abstract


Consumer in this time very inovatif conducting a process of product purchasing which they wish, at this situation consumer cope to look for the information as much as possible hitting product which they wish the. The information is obtainable from assorted of source and assorted of media. Usually consumer very paying attention to of problem categorize the product, do not take as problem of to hit the price problem, searching good quality, good model and also recognized brand.This research measure the influence of Consumer Innovativeness and Market Maven to Opinion Leadership on the use of transport service providers. Independent variable in research is Consumer Innovativeness and Market Maven. While variable dependen in this research is Opinion Leadership. Result from test of ANOVA or F Test got by F calculate 269.995 with level signifikan 0.000. so that probabilitas 0.000 compared to smaller level signifikan of equal to 0.05, hence can be said that by variable of Consumer Innovativeness and Market Maven by simultan have an effect on to Opinion Leadership, inferential that independent variable have an effect on the signifikan to variable dependen.

Keywords


Consumer Innovativeness, Market Maven, Opinion Leadership

Full Text:

PDF

References


Arafah, W (2004), Analisis Pengaruh Consumer Innovativeness dan Market Maven Terhadap Opinion Leadership, Wahana Volume6, No. 2, p. 181-199.

Engel, James F Roger D. Blackwell and Paul W. Miniard, (1994), Perilaku Konsumen, Edisi-6, Jilid-1, Jakarta Bina Pura Aksara.

Feick, L.F. and L.L Price (1987), “The Market Maven : A Diffuser of Marketplace Information; Journal of Marketing, 51 (1), 83-97.

Goldsmith, R.E. (2000a), “Effect of Direction-of- Item Wording on Scale Psychometrics”, In Marketing Advances in the New Millenium, Dawn R. Deeter-Schmelz and Timothy P. Hartman, eds. Society for marketing Advances, Athens,OH, pp. 134-139.

Goldsmith, R.E. (2000b) “IdentifyingWine Innovators: A Test of the Domain spesific innovativeness Scale Using Known Groups”, International Journal of Wine Marketing, 12 (2), 37-46.

Goldsmith, R.E. (1996), “Services Innovativeness and Price Sensitivity: An Exploratory Study”, “In Association of Marketing Theory and Practices Proceedings, David L. Moore (Ed), Vol.5. Hilton Head, South Carolina, 85-91.

Goldsmith, R.E. (1991), “The Validity of Scale to Measure Global Innovativeness”, Journal of Applied business Research, 7, 89-97.

Hallberg, Garth (1995), All Customers Are Not Created Equal. New York: John Wiley.

Kanuk, Leslie Lazar C and Leon Schiffman, (2004), Perilaku Konsumen, Edisi ketujuh, PT Indeks : Jakarta

Kuncoro, M (2003), Metode Riset untuk Bisnis dan Ekonomi: Bagaimana Meneliti dan Menulis Tesis, Jakarta: Erlangga.

Kotler, P. (2000), Manajemen Pemasaran: Analisis Perencanaan Implementasi dan Kontrol, Jakarta: Penhallindo.

Kottler, Phillips, (2003), Markrting Management : The Millenium Editions, Upper Saddle River, New Jersey : Prantice Hall.

Midgley, G.R (1999), “Consumer Innovativeness”, In The Edgar Companion to Consumer Research and Economic psychology, P.E. Earl and S. Kemps, eds, Cheltenman, UK : Edward Elgar, pp.111-115.

Nasution, MN (1999) Manajemen Mutu Terpadu, Cetakan Pertama, Ghalia Indonesia, Jakarta.

Ristiyanti, P dan John, J.O.I (2000), Perilaku Konsumen, Andi Offset: Yogyakarta.

Ronald E. Smith (FSU), Leisa R. Flynn (FSU), Elizabeth B. Goldsmith (FSU), “Innovativeness Consumers and Market Maven” Journal of Marketing, Theory and Practice, Florida Satets University (FSU).

Rogers, E.M, (1995), “Diffusionof Innovations”, 4th Editions, New York : The Free Press.

Singarimbun, S dan Effendi, S (1995), Metode Penelitian Survei, Cetakan kedua Jakarta : PT Pustaka LP3ES

Sutisna (2001), Ilmu Komunikasi dan Perilaku Konsumen, Jakarta: Erlangga.


Refbacks

  • There are currently no refbacks.