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[ABSTRAKbrPenelitian ini mencermati pengaruh dari keberadaan atribut etik pada pilihan produk disertai pengaturan tugas kognitif dan tingkat religiusitas dalam proses pembentukan preferensi individu. Desain penelitian yang digunakan adalah eksperimental 3 (within; atribut etik: tinggi, medium, rendah) x 2 (between; tugas kognitif: including, excluding). Hasil penelitian terhadap 79 partisipan menunjukkan bahwa terdapat pengaruh signifikan dari atribut etik terhadap preferensi partisipan (F (2,76) = 49,089 p < 0,05) terlepas dari tugas kognitif yang digunakan (F (1, 77) = 1,529, p > 0,05). Analisis pada religiusitas menunjukkan tidak terdapat peran moderasi signifikan terhadap proses pembentukan preferensi ( t(76)= - 0,154 p > 0,05). Beberapa faktor yang diduga mempengaruhi rendahnya pengaruh tugas kognitif dan religiusitas dalam pembentukan preferensi juga dibahas pada bagian akhir tulisan ini.;This research looked into the impact of giving ethical attribute infromation such as eco-friendly in product options along with certain types of cognitive tasks and individual’s religiosity toward the formation process of preference. The design on this research was experimental with 3 (within; ethical attributes: high, medium, low) x 2 (between; cognitive tasks: including and excluding) mixed design. The results from 79 participants showed significant impact from ethical attributes to the participant’s preference with F (2,76) = 49,089 p < 0,05., regardless of any type of cognitive tasks used to complete the decision making process (F (1, 77) = 1,529, p > 0,05. Further analysis on religiosity showed no significant role in moderating the formation process of preference with t(76)= - 0,154 p > 0,05. Several factors that might have influence the insignificance of both cognitive tak and religiosity are discussed at the end of this paper., This research looked into the impact of giving ethical attribute infromation such as eco-friendly in product options along with certain types of cognitive tasks and individual’s religiosity toward the formation process of preference. The design on this research was experimental with 3 (within; ethical attributes: high, medium, low) x 2 (between; cognitive tasks: including and excluding) mixed design. The results from 79 participants showed significant impact from ethical attributes to the participant’s preference with F (2,76) = 49,089 p < 0,05., regardless of any type of cognitive tasks used to complete the decision making process (F (1, 77) = 1,529, p > 0,05. Further analysis on religiosity showed no significant role in moderating the formation process of preference with t(76)= - 0,154 p > 0,05. Several factors that might have influence the insignificance of both cognitive tak and religiosity are discussed at the end of this paper.] |
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