Pengaruh Decoy Effect, Endowment Effect Dan Anchoring Effect Terhadap Keputusan Pembelian Paket Netflix Pada Masa Pandemi Di Daerah Semarang
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Penelitian ini bertujuan menguji pengaruh decoy effect, endowment effect dan anchoring effect terhadap keputusan pembelian paket Netflix pada masa pandemi di Semarang. Populasi pada penelitian ini adalah calon konsumen ataupun konsumen netflix pada area semarang dengan jumlah 100 responden. Data primer diperoleh dari kuisioner yang disebarkan melalui google form dengan menggunakan metode skala likert dari angka satu hingga lima. Hasil penelitian menunjukan bahwa seluruh variabel valid dan reliabel, serta hasil pengujian analisis regresi berganda membuktikan bahwa decoy effect berpengaruh positif signifikan terhadap keputusan pembelian paket Netflix sedangkan endowment effect dan anchoring effect tidak berpengaruh dengan arah negatif terhadap keputusan pembelian paket Netflix.
Kata Kunci: Decoy Effect, Endowment Effect, Anchoring Effect, Keputusan Pembelian, Paket Netflix
Abstract
This study aims to examine the effect of the decoy effect, endowment effect and anchoring effect on the decision to purchase Netflix packages during the pandemic in Semarang. The population in this study are potential consumers or netflix consumers in the Semarang area with a total of 100 respondents. Primary data was obtained from questionnaires distributed through google form using the Likert scale method from numbers one to five. The results showed that all variables were valid and reliable, and the results of multiple regression analysis showed that the decoy effect had a significant positive effect on the Netflix package purchase decision, while the endowment effect and anchoring effect had no negative effect on the Netflix package purchase decision.
Keywords: Decoy Effect, Endowment Effect, Anchoring Effect, Purchase Decision, Netflix Package
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DOI: https://doi.org/10.37531/yum.v5i1.1404
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