Consumer Involvement Analysis Using Fuzzy Mathematical Approach (Case Study: West Java,Indonesia)

摘要：

Companys competitiveness depends on its product advantage that can be measured from consumer involvement. The objective of this research is to understand consumer involvement in electronic product category in Depok City, West Java, Indonesia. Case study was done to undergraduate students at Depok City. A survey method is adopted in this research by using questionnaire as instrument. Analysis technique used Fuzzy Mathematical Approach which is consists of 6 aspects, i. e. product interest, hedonic value, sign value, risk probability, risk of importance, and purchase decision time. Result shows that consumer involvement to electronic product in Depok City is categorized as high category, and towards computer is the highest consumer involvement.

作者: Rakhma Oktavina Aan Nuzuludin Nasution

作者单位: Both of Gunadarma University, West Java, Indonesia

会议类型: 国际会议

会议名称: 2011 Academy for Global Business Advancement(AGBAs)8th World Congress(全球商务发展学会第八届国际会议)

会议地点: 大连

会议语种:英文

页码: 145-157

在线出版日期: 2011-09-15（万方平台首次上网日期，不代表论文的发表时间）