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VOLUME XI Edisi 1 , April 2017



Title

KETERLIBATAN KONSUMEN TERHADAP PRODUK (PRODUCT INVOLVEMENT) DAN IMPLIKASINYA DALAM STRATEGI PEMASARAN

Authors
Andreas Ari Sukoco
Program Studi Manajemen, Fakultas Bisnis

Abstract

Involvement is an individual variable found to influence consumers’ decision making. It has been associated with numerous other marketing concepts such as information search, brand, loyalty, advertising, segmentation, and personality. The main purpose of this paper is to explore the influence of product involvement on consumer purchase decision and marketing strategy. This paper compile and analysis several researches that was done in Pakistan, China, Malaysia, Taiwan and Iran. This paper show that product involvement has effect on consumer purchase decision and marketing strategy
Keywords

product involvement, purchase decision, marketing strategy
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