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ABSTRAKDisertasi ini membahas unsur superstition dalam pemasaran, khususnya
superstition angka yang dipercaya oleh etnis Tionghoa di Indonesia. Penelitian
dalam disertasi ini dilakukan untuk membuktikan pengaruh penggunaan atribut
superstition terhadap perilaku pascapembelian, dilihat dari sisi pembeli dan
penjual, dalam konteks kegagalan produk. Terdapat 3 studi dalam disertasi ini.
Studi 1 merupakan survey yang dilakukan untuk mengkonfirmasi bentuk-bentuk
superstition khas etnis Tionghoa Indonesia yang relevan dengan konteks
pemasaran. Studi 2 dan 3 merupakan eksperimen 2x3 between participant yang
dilakukan untuk membuktikan adanya moderasi peran sebagai pembeli maupun
penjual dalam membentuk kepuasan atas produk.
Studi 2 dan 3 juga dilakukan untuk membuktikan adanya mediasi kepuasan
dalam pengaruh kegagalan produk beratribut superstition terhadap kesediaan
membeli/menawarkan kembali produk di masa mendatang. Studi 1 dan 2
dilakukan di Jakarta, sementara Studi 3 dilakukan di Medan. Temuan dari
penelitian ini membuktikan bahwa etnis Tionghoa di Indonesia memiliki
superstition angka yang mempengaruhi perilaku pengambilan keputusan
pembelian mereka. Penelitian dalam disertasi ini juga membuktikan bahwa
perbedaan daerah dapat mengakibatkan perbedaan karakteristik budaya etnis
Tionghoa, yang pada akhirnya dapat membentuk respon yang berbeda dalam
menyikapi situasi kegagalan produk.;
ABSTRACTThis dissertation discusses the elements of superstition in marketing,
especially Indonesian Chinese ethnic superstition about numbers. The objective of
the research in this dissertation to verify the effect of superstition product
attributes on post-purchase behavior, in terms of buyers and sellers, in the context
of product failure situation. There are three studies in this dissertation. Study 1
was a survey conducted to confirm the forms of superstition held by Indonesian
Chinese ethnic and are relevant to the marketing context.
Study 2 and Study 3 are between participants 2x3 experiment, conducted to
verify the moderating effect of individual role as buyer or seller in the forming of
product satisfaction. The objective of Study 2 and Study 3 is to verify the
mediating role of satisfaction in the effect product failure on willingness to
repurchase/re-offer the product in the future. Study 1 and 2 were conducted in
Jakarta, while Study 3 was conducted in Medan. Research findings give evidence
that Indonesian Chinese ethnic held superstition about numbers and this
superstition affected their purchase decision behavior. The research in this
dissertation also proves that regional differences may lead to differences in
Chinese culture characteristics, which causes different response in addressing
product failure situation., This dissertation discusses the elements of superstition in marketing,
especially Indonesian Chinese ethnic superstition about numbers. The objective of
the research in this dissertation to verify the effect of superstition product
attributes on post-purchase behavior, in terms of buyers and sellers, in the context
of product failure situation. There are three studies in this dissertation. Study 1
was a survey conducted to confirm the forms of superstition held by Indonesian
Chinese ethnic and are relevant to the marketing context.
Study 2 and Study 3 are between participants 2x3 experiment, conducted to
verify the moderating effect of individual role as buyer or seller in the forming of
product satisfaction. The objective of Study 2 and Study 3 is to verify the
mediating role of satisfaction in the effect product failure on willingness to
repurchase/re-offer the product in the future. Study 1 and 2 were conducted in
Jakarta, while Study 3 was conducted in Medan. Research findings give evidence
that Indonesian Chinese ethnic held superstition about numbers and this
superstition affected their purchase decision behavior. The research in this
dissertation also proves that regional differences may lead to differences in
Chinese culture characteristics, which causes different response in addressing
product failure situation.]
