PENGARUH THREAT EMOTION KONSUMEN DAN BRAND TRUST PADA KEPUTUSAN PEMBELIAN PRODUK SUSU ANLENE DI SURABAYA

Erna Ferrinadewi

Abstract


In making a decision to buy, consumers are always driven by needs or motivation. Many prior researches have proved the role of various forms of motivation in influencing the judgment that leads to a decision to buy. One of the forms of motivation is threat emotion. Not many researches were conducted to examine how emotion influences consumers' decision making. The feeling of fear turns out to be an internal pressure for the consumers and urges them to reduce the tension by making up a decision. Using data acquired from 50 respondents, this research aimed to measure up the amount of influence of consumers' fear regarding osteoporosis syndrome towards their decision to buy Anlene, a high calcium dairy product, in Surabaya. Results showed the significant influence of consumers' fear towards their buying decision as they believe that the product is the answer to overcome their fear.

Keywords


Threat Emotion, Brand Trust, Susu Anlene

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