Dinamika Psikologis Konsumen: Peran Narsisme, Fanatisme, Kecemburuan Terhadap Niat Pembelian
DOI:
https://doi.org/10.26740/jim.v12n2.p327-338Kata Kunci:
Fanatisme Merek, Kecemburuan Merek, Niat Beli, Perilaku Narsis.Abstrak
Dalam era digital kontemporer, smartphone telah mengalami evolusi dari sekadar alat komunikasi konvensional menjadi simbol status sosial dan gaya hidup. Smartphone merek iPhone, khususnya, telah muncul sebagai lambang prestise dan keanggunan, menciptakan titik temu yang unik antara inovasi teknologi dan perilaku konsumen. Penelitian ini bertujuan untuk mengeksplorasi beragam perilaku konsumen dalam konteks pembelian iPhone, dengan fokus pada interaksi antara narsisme, fanatisme merek, kecemburuan merek, dan niat pembelian. Dengan melibatkan 155 responden yang aktif dalam pembelian iPhone melalui kuesioner daring, penelitian ini menggunakan analisis Partial Least Square melalui SmartPLS versi 4 untuk mendapatkan pemahaman data yang komprehensif. Temuan penelitian menunjukkan adanya korelasi positif antara perilaku narsistik dan fanatisme merek, serta antara fanatisme merek dan niat pembelian. Meskipun demikian, tidak terdapat dampak yang signifikan dari hubungan antara kecemburuan merek dan perilaku narsistik terhadap niat pembelian. Hasil temuan ini tidak hanya memberikan wawasan mendalam mengenai dinamika kompleks yang membentuk niat pembelian konsumen, tetapi juga memberikan landasan bagi pengembangan strategi pemasaran yang lebih terfokus. Strategi pemasaran yang disesuaikan dengan karakteristik khas konsumen iPhone dapat lebih efektif dalam menangkap preferensi dan motivasi konsumen, yang pada gilirannya dapat meningkatkan daya tarik produk dan keberlanjutan merek.
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