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PERSEPSI HARGA DALAM PERILAKU BELANJA KONSUMEN

(Studi Kasus Pada Perusahaan Ritel Di Surakarta)

By: Leliana & Retno Tanding Suryandari

The aim of this research was to know the influence of price perception in consumer shopping behavior at retail company in Surakarta. By using multiple regresion analysis, this study concluded that all variables of price perception had influence to consumer shopping behavior and value conscioucness being most dominant variable in influencing consumer shopping behavior. The result implied that more service quality is needed to maintain the value of the company.

Key words : price perception in consumer shopping behavior.

MARKETING SURAKARTA

Salah pilihkah Aku ?

By: Retno Tanding Suryandari

Rasanya baru kemarin keliling kota merayakan kelulusan SMA. Baru hari kemarin pengumuman SPMB dibaca dan dirayakan., tiba-tiba ujian tengah semester sudah lewat, dan hari-hari pun semakin dipenuhi kuliah dan tugas menyambut ujian akhir semeter ganjil. Bagi yang berasal dari luar kota, haripun masih dipenuhi dengan uji coba penyesuaian diri dengan suasana baru

FRAMING EFFECT, ENDOWMENT EFFECT AND INSURANCE DECISION
By: Retno Tanding Suryandari

Decision making theory portrays individual as a rational man who always follows the consistent, maximize the payoff in certain rational steps. But this rational model fails to explain why during the decision process, behavior shown by individual rarely in the consistent and rational way.

This research is aimed to justify if the framing manipulation effects and endowment effect highly correlated with the decision under uncertainty made by individuals. Hypothetical insurance purchases are created to test the effect in experiment setting. Using 104 samples of car insurance policy owner and uninsured car owner in Jakarta, the experiment results exhibits distortion in evaluating the premium and benefit of insurance decisions.

Key words: Prospect Theory, reference point, framing effect, endowment effect