Masmira Kurniawati, - and Tanti Handriana, - (2017) Upgrade Product Purchase Decision. In: 1st International Conference on Islam Economics, Business, and Philantrophy (ICIEBP) 2017, 15 November 2017, Universitas Pendidikan Indonesia, Bandung.

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Abstract

Innovation has been a key to every company’s success, so has been upgrading company’s existing products. However, market reaction to upgrade product could be unpredictable. This paper tries to explain consumer’s tendency in purchasing upgrade product. Specifically, this paper tries to investigate consumer’s tendency in purchasing upgrade product when it is similar vs. dissimilar with existing product and also when it is alignable vs. non alignable with existing product. Product review of previous version of upgrade product (positive vs. negative) is used to show that upgrade product evaluation is affected by performance of previous version. Experimental design is used with 299 participants of undergraduate students. The results show that when consumers have purchased a product, a dissimilar upgrade product will more likely be purchased than a similar upgrade product, while when consumers have purchased a product, a nonalignable product will more likely be purchased than alignable upgrade product. Product reviews play an important role in this particular purchase decision i.e. when consumers have purchased a product and receive a positive review on the previous version of dissimilar product, dissimilar upgrade product will be more likely purchased than similar upgrade product and when consumers have purchased a product and receive a positive review on the previous version of nonalignable product, nonalignable product will be more likely purchased than alignable product.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	upgrade product; product review; purchase
Subjects:	H Social Sciences H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	04. Fakultas Ekonomi dan Bisnis > Manajemen
Creators:	Creators NIM Masmira Kurniawati, - NIDN0025037507 Tanti Handriana, - NIDN0018056905
Depositing User:	Tn Sugeng Riyanto
Date Deposited:	01 Mar 2022 04:27
Last Modified:	27 Jul 2022 05:23
URI:	http://repository.unair.ac.id/id/eprint/113864
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