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Jurnal Psikologi Proyeksi Vol. 7 No. 2 Oktober 2012 / Sinambela & Ginting

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TIPE KEPRIBADIAN TERBUKA DENGAN KERAGUAN PASCA PEMBELIAN

Tetty Sinambela 1) & Eka Danta Jaya Ginting 2) *)

1)2) Departemen Psikologi Industri & Organisasi

Fakultas Psikologi Universitas Sumatera Utara, Medan

*) E-maiL: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

 

Abstrak

Setelah memutuskan untuk membeli suatu produk tertentu, konsumen dapat mengalami rasa ragu atas pembelian yang telah dibuat. Fenomena ini disebut keraguan pasca pembelian yang levelnya bisa dipengaruhi oleh kepribadian konsumen, khususnya keterbukaan terhadap pengalaman baru. Penelitian ini bertujuan untuk menguji secara empiris hubungan antara kepribadian terbuka dengan keraguan pasca pembelian. Alat ukur yang digunakan adalah skala kepribadian terbuka dan skala keraguan pasca pembelian. Skala kepribadian terbuka disusun berdasarkan definisi dari Big Five Personality dari McCrae dan Costa. Skala keraguan pasca pembelian disusun berdasarkan dimensi keraguan pasca pembelian dari Sweeney, Hausknecht dan Soutar (2000). Responden dalam penelitian ini adalah 200 konsumen yang membeli barang-barang elektronik dan kendaraan bermotor. Teknik pengambilan sampel menggunakan purposive sampling. Hasil penelitian menunjukkan ada hubungan negatif yang signifikan antara kepribadian terbuka dengan keraguan pasca pembelian, maka dapat dikatakan individu dengan kepribadian terbuka kemungkinan kecil untuk mengalami keraguan pasca pembelian.

Kata kunci: Dimensi Kepribadian Terbuka, Keraguan pasca pembelian

OPEN PERSONALITY AND POST-PURCHASED DISSONANCE

Abstract

After deciding to buy a certain product, consumers may suffer from doubt upon the product purchased. This kind of phenomenon is known as post-purchased dissonance that the level of which is affected by consumer’s personality, especially to the openness toward new experience. This study was designed to test empirically correlation between open personality and post-purchased dissonance. Instruments used in this study were a scale of opened personality and post-purchased dissonance. This opened personality scale was arranged based on the definition from Big Five Personality from McCrae AND Costa. Post-purchased dissonance was arranged based on post-purchased dissonance dimension by Sweeney, Hausknecht and Soutar (2000). Respondents of this study included 200 consumers purchased electronic devices and motorcycle. Sample of this study belonged to purposive sampling. Result of the study showed that there were significant negative correlation between opened personality and post-purchased dissonance. Therefore, it was concluded that those had opened personality were minimized of the chance to get post-purchased dissonance.

Keywords: Dimension of opened personality, post-purchased dissonance

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