ANALISIS PERILAKU KONSUMEN SETELAH MENGALAMI DISONANSI KOGNITIF YANG DI SEBABKAN OLEH PRAKTIK SLACK FILLING DAN TAMPILAN KEMASAN YANG MENIPU (Studi Pada Konsumen Produk FMCG di Yogyakarta)

Abstract

This study aims to determine how consumer expectations of products and consumer attitudes towards firms affect Post purchase cognitive dissonance, where Post purchase cognitive dissonance mediates expectations and attitudes of consumers towards repurchase intention (buy product again), negative visible post purchase behaviors and non-visible negative post purchase behaviors. The population in this study is Fast-Moving Consumer Goods (FMCG) in Yogyakarta. The samples of this study are 200 respondents. This study used non-probability sampling and is convenience sampling as the sampling technique,the samples were taken from random member of population. Structural Equation Modeling (SEM) is used for testing the hypotheses and analysis in this research. The findings of this study indicate a positive relationship between consumer expectations of product and consumer attitudes on Post purchase cognitive dissonance,a negative relationship between Post purchase cognitive dissonance on repurchase intention (buy product again, there is a positive relationship between Post purchase cognitive dissonance on Visible negative post purchase negative behaviors, non-visible post purchase behaviors. This study found that the higher the expectation, makes positive attitude towards the company's marketing program also gaining, the level of cognitive dissonance that consumers might more feel incompability, when consumer feel more cognitive dissonance, consumers will conduct Repurchase Intention, and make possibility of negative behavior consumers in visible and non-visible.