RASA BERSALAH (guilty feeling) DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN

Moordiningsih Moordiningsih

DOI: https://doi.org/10.23917/indigenous.v4i2.4775

Abstract

Sering dijumpai para konsumen yang merasa kecewa dengan barang yang dibeli sesudah mereka sampai dirumah. Walaupun ketika melakukan proses pembelian para konsumen tersebut merasa telah melakukan beberapa pertimbangan sebelum akhirnya memutuskan membeli. Terutama dikalangan ibu-ibu yang sering terlibat dalam proses belanja sering dijumpai fenomena ini. Proses psikologis ternyata cukup banyak mewarnai proses pengambilan keputusan dalam pembelian. Salah satu diantaranya adalah rasa bersalah (guilty feeling). 

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