Kepekaan Komunitas : Sebuah Studi Penjajakan terhadap Konsuem Jasa Keuangan di Amerika

Authors

  • Suharyono - Suharyono Program Studi Manajemen Pascasarjana, Universitas Nasional

DOI:

https://doi.org/10.47313/pjsh.v5i1.848

Keywords:

konsumsi, tingkah laku konsumen, lembaga–lembaga keuangan, bentuk tulisan–tulisan penelitian, konsumen jasa

Abstract

Tujuan penelitian ini adalah untuk mengembangkan dan menguji kepekaan skala pengukuran komunitas konsumsi. Konsep yang diuji dalam studi eksploratory dalam konteks persepsi pelanggan (custemer) perusahaan jasa fiancial. Desain, metode, pendekatan riset ini menjelaskan mengenai pemasaran, perbankan, psikologi dan literatur kebijakan publik. Kepekaan skala komunitas konsumsi diuji untuk menentukan validitas exploratory dan analisis faktor konfirmatory. Analisis reliabilitas skala juga dilakukan. Temuan, hasilnya merupakan konstruksi second-order dari konstruksi first-order, persahabatan (camaraderie), dan kumunalitas, serta modal sosial. Konstruksi ini menjadi alat ukur dari kuatnya persepsi konsumen terhadap komunitas konsumsi. Bukti lain dari nilai praktisnya ditunjukkan dalam 4 (empat) temuan. Pertama, dukungan parsial ditemukan bahwa laki-laki akan merasa kepekaan yang lebih besar terhadap komunitas ketimbang wanita. Kedua, terdapat hubungan positif antara usia dengan kepekaan yang dirasakan dari suatu komunitas. Ketiga, tidak ada hubungan nyata yang ditemukan antara berbagai bentuk lembaga-lembaga keuangan dan kepekaan pelanggan terhadap komunitas komsumsi. Keempat, temuan yang sama diperoleh dari hubungan antara kepekaan dengan komunitas debgan variabel usia lanjut (longevity), dan Kelima, riset ini juga mendokumentasikam keterbatasan terhadap kepekaan konstruksi komunitas konsumsi karena naturalitas exploratory dari upaya riset ini. Orisinalitas skala yang diformulasikan dalam riset ini adalah yang pertama untuk mengukur kepekaan komunitas antar pelanggan (customer) lembaga-lembaga keuangan.

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Published

2021-03-19

Issue

Vol. 5 No. 1 (2020)

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