Pengaruh Cognitive Effort Terhadap Cognitive Dissonance Pasca Pembelian Online

Sri Wahyuni(1*), Lukman Lukman(2), Nurfitriany Fakhri(3),

(1) Universitas Negeri Makassar
(2) Universitas Negeri Makassar
(3) Universitas Negeri Makassar
(*) Corresponding Author



Abstract


Pada umumnya mahasiswa sering melakukan pembelian online produk fashion, mahasiswa yang melakukan pembelian online cenderung mengalami cognitive dissonance pasca pembelian, cognitive dissonance pasca pembelian dapat terjadi karena pembelian online membutuhkan usaha pencarian informasi terhadap suatu produk sebelum memutuskan untuk membeli (cognitive effort). Penelitian bertujuan untuk mengetahui pengaruh cognitive effort terhadap cognitive dissonance pasca pembelian online pada mahasiswa di kota Makassar. Teknik pengambilan sampel dalam penelitian ini yaitu menggunakan teknik accidental sampling dengan jumlah sampel sebanyak 133 mahasiswa berjenis kelamin perempuan. Uji hipotesis dalam penelitian ini menggunakan teknik analisis regresi ordinal dengan bantuan aplikasi SPSS 24,0 for windows. Hasil penelitian menunjukkan bahwa nilai (r =-,275, p = 0,388), hal ini berarti bahwa  tidak ada pengaruh antara cognitive effort terhadap cognitive dissonance pasca pembelian online pada mahasiswa di kota Makassar.

 

Kata Kunci: Cognitive Dissonance Pasca Pembelian, Cognitive Effort, Mahasiswa


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References


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