[ABSTRAK Disertasi ini membahas unsur superstition dalam pemasaran, khususnyasuperstition angka yang dipercaya oleh etnis Tionghoa di Indonesia. Penelitiandalam disertasi ini dilakukan untuk membuktikan pengaruh penggunaan atributsuperstition terhadap perilaku pascapembelian, dilihat dari sisi pembeli danpenjual, dalam konteks kegagalan produk. Terdapat 3 studi dalam disertasi ini.Studi 1 merupakan survey yang dilakukan untuk mengkonfirmasi bentuk-bentuksuperstition khas etnis Tionghoa Indonesia yang relevan dengan kontekspemasaran. Studi 2 dan 3 merupakan eksperimen 2x3 between participant yangdilakukan untuk membuktikan adanya moderasi peran sebagai pembeli maupunpenjual dalam membentuk kepuasan atas produk.Studi 2 dan 3 juga dilakukan untuk membuktikan adanya mediasi kepuasandalam pengaruh kegagalan produk beratribut superstition terhadap kesediaanmembeli/menawarkan kembali produk di masa mendatang. Studi 1 dan 2dilakukan di Jakarta, sementara Studi 3 dilakukan di Medan. Temuan daripenelitian ini membuktikan bahwa etnis Tionghoa di Indonesia memilikisuperstition angka yang mempengaruhi perilaku pengambilan keputusanpembelian mereka. Penelitian dalam disertasi ini juga membuktikan bahwaperbedaan daerah dapat mengakibatkan perbedaan karakteristik budaya etnisTionghoa, yang pada akhirnya dapat membentuk respon yang berbeda dalammenyikapi situasi kegagalan produk.; ABSTRACT This dissertation discusses the elements of superstition in marketing,especially Indonesian Chinese ethnic superstition about numbers. The objective ofthe research in this dissertation to verify the effect of superstition productattributes on post-purchase behavior, in terms of buyers and sellers, in the contextof product failure situation. There are three studies in this dissertation. Study 1was a survey conducted to confirm the forms of superstition held by IndonesianChinese ethnic and are relevant to the marketing context.Study 2 and Study 3 are between participants 2x3 experiment, conducted toverify the moderating effect of individual role as buyer or seller in the forming ofproduct satisfaction. The objective of Study 2 and Study 3 is to verify themediating role of satisfaction in the effect product failure on willingness torepurchase/re-offer the product in the future. Study 1 and 2 were conducted inJakarta, while Study 3 was conducted in Medan. Research findings give evidencethat Indonesian Chinese ethnic held superstition about numbers and thissuperstition affected their purchase decision behavior. The research in thisdissertation also proves that regional differences may lead to differences inChinese culture characteristics, which causes different response in addressingproduct failure situation., This dissertation discusses the elements of superstition in marketing,especially Indonesian Chinese ethnic superstition about numbers. The objective ofthe research in this dissertation to verify the effect of superstition productattributes on post-purchase behavior, in terms of buyers and sellers, in the contextof product failure situation. There are three studies in this dissertation. Study 1was a survey conducted to confirm the forms of superstition held by IndonesianChinese ethnic and are relevant to the marketing context.Study 2 and Study 3 are between participants 2x3 experiment, conducted toverify the moderating effect of individual role as buyer or seller in the forming ofproduct satisfaction. The objective of Study 2 and Study 3 is to verify themediating role of satisfaction in the effect product failure on willingness torepurchase/re-offer the product in the future. Study 1 and 2 were conducted inJakarta, while Study 3 was conducted in Medan. Research findings give evidencethat Indonesian Chinese ethnic held superstition about numbers and thissuperstition affected their purchase decision behavior. The research in thisdissertation also proves that regional differences may lead to differences inChinese culture characteristics, which causes different response in addressingproduct failure situation.] |