Study on Compromise Effect on Consumers Behavior

The way people think about the things they’ll buy influences their purchasing decisions. The buyer’s mindset clearly influences his or her decision to acquire a given goods. Buyers will also feel more at ease if their actions are approved by individuals close to them and satisfy their expectations. While the formation of a certain attitude has no bearing on subjective judgement, the effect of compromise is likely to influence the establishment of that attitude. The fundamental purpose of this study is to clarify it because it is still confusing. Furthermore, while attitude is thought to be a predictor of behaviour, the study’s secondary purpose is to confirm prior findings by looking at behavioural intention. In accordance with the notion of planned behaviour, the study will also look at the various determinants of behavioural intention in relation to the behavioural intention itself. A sample of 100 respondents was collected using the convenience and judgement technique. The data was analysed using Amos 16.0 and SPSS 16.0. The compromise effect had a considerable impact on whether the main factor was the customers’ attitude or the subjective norm, as expected. Customers’ attitudes, subjective norms, and perceived behavioural control were all proven to be good predictors of behavioural intentions. The findings of this study, particularly the role of the compromise effect in the development of consumer attitudes and social pressure, are expected to contribute significantly to the development of a new theory, or at the very least provide additional explanations about the role of attitude in the execution of a specific behaviour.

Author(S) Details

Markus Surkamta Eric Santosa
Faculty of Economics and Business, Universitas Stikubank, Indonesia.

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