Keseimbangan Muatan Informasi dan Keputusan Pembelian
DOI:
https://doi.org/10.22219/jiko.v4i02.9819Keywords:
Muatan informasi, keseimbangan muatan informasi, simpangan utilitasAbstract
Paper ini membagi dua jenis muatan informasi: a) official information; dan b) secondary information. Official information adalah informasi yang diproduksi oleh pemasar dan secondary information adalah informasi yang di produksi oleh selain official information. Diskusi berfokus pada keseimbangan dan simpangan utilitas antara official information dan secondary information. Paper ini mengemukakan tiga proposisi: proposisi 1: nilai simpangan utilitas yang positif menunjukkan konsumen mendapatkan kepuasan lebih dari yang diharapkan; proposisi 2: nilai simpangan utilitas sama dengan 0 menunjukkan konsumen mendapatkan kepuasan sesuai dengan yang diharapkan; proposisi 3: nilai simpangan utilitas yang negatif menunjukkan konsumen mendapatkan kepuasan lebih rendah dari yang diharapkan.
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