THE INFLUENCE OF RECOMMENDATION AND INFORMATION CREDIBILITY TO CONSUMER REGRET OF PURCHASE DECISION (STUDY ON CHINA HANDPHONE CONSUMER IN SURABAYA) Adrianto Trimarjono & Kristiningsih
Wijaya Kusuma Surabaya University
Abstract
ABSTRACT
As an economy societies, consumers assumed that they would optimize their transaction results, however in the fact it would be difficult to realized. According to Simon (2001) theory, bounded rationality , asserts that human rationality is limited. Humans have limited cognition in processing information for decision making. Based on the theory of bounded rationality is assumed that many consumer decisions potentially not optimal.
According to Zeelenberg and Pieters (2007) every time people make the wrong decision will have implications on the emergence of regret. One or two frequent remorse frequencies experienced by consumers may be overcome through an emotional regulatory system, but if hundreds and even thousands of regret sensations arise, the human emotion regulation system can not run optimally.
In theory of regret, consumers who get recommendation with those that do not get recommendation will have different influences in bring up level regret post taking decision. Consumers who get recommendation assumed that they have responsibility more low compared with consumers who do not get recommendation (Umaya, 2015) This research will test recommendation and information credibility or source information to the regret.
This Research aim is to test the influence of credibility information and recommendation to regret through consumer decision purchase. This research is quantitative research with causal approach. This studies do on consumer Chinese hand phone product who get a medium aggressive promoted from some China hand phone brands in the period of research. The China hand phone brands are : Oppo, Huawei, Lenovo, Vivo and Xiaomi. Respondents selected with use purposive sampling technique. For test hypothesis research used multiple regression analysis.
The Results of this research show that credibility information and recommendation take a significant effect to consumer purchase decision on China hand phone. But purchase decision not take a significant effect to consumer regret, so purchase decision would not be a variable that mediate between credibility information and recommendation to consumer regret on consumer purchase decision on China hand phone .
Keywords: information credibility, recommendation , purchase decision , consumer regret
