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All Journal Wahana Didaktika Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) Jurnal MEBIS (Manajemen dan Bisnis) BIP'S : Jurnal Bisnis Perspektif Prosiding Seri Seminar Nasional Konsumen & Konsumsi: Jurnal Manajemen (KKJM)
Wangsa, Ignasius Heri Satrya
Universitas Katolik Musi Charitas
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mathematics Social Sciences

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Journal : Jurnal MEBIS (Manajemen dan Bisnis)

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CONCEPTUALIZING CONSUMER'S LEARNING ADOPTION OF NEW VALUES Ignasius Heri Satrya Wangsa Wangsa
Jurnal MEBIS (Manajemen dan Bisnis) Vol 7 No 2 (2022): December 2022
Publisher : Fakultas Ekonomi dan Bisnis (Gedung B) │UPN "Veteran" Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/mebis.v7i1.365

Abstract

The era of modernization has produced paradigm shift offering new way of thinking. In the interactive process that links business with its market, new way of thinking has been created within two domains. First, business is conditioned by its competitive environment to adopt product innovativeness. Consequently, new values exist. Second, market has accumulated consumption experience providing references. Within this perspective consumer learning capability is used to respond the existence of new values. This research aims to discuss learning capability where consumer contextualizes new values ie. transforming the values into new context, and at the same time, develops mechanism for values operationalization. Respondents were chosen among undergraduate students of University "X" - Palembang, and Content Analysis of their narratives was applied. Keywords that are related to consumer learning and the adoption of new values were also identified using emergent coding. Then, quantitative approach ie. Regression Analysis was employed to achieve complete understanding of consumer learning in the adoption of new values.
Co-Authors Antonius Singgih Setiawan Ignatius Putera Setiahati Johan Gunady Onny Johan Gunady Onny Lina . Lina Lina Maria Ignasia Galuh Parwati Maria Ignasia Galuh Parwati Maria Josephine Tyra, Maria Josephine Tyra, Riyanto, Agustinus