Title: THE INFLUENCE OF POST PURCHASE REMORSE ON NEGATIVE EMOTIONS, LEVEL OF SATISFACTION, EXTENT OF RUMINATION AND BRAND SWITCHING: A STUDY ON GENERATION Y CONSUMERS OF SMARTPHONE USERS IN INDONESIA
Author: BARAMADYA
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The aim of this research is to determine the influence of post purchase remorse on level of satisfaction, extent of rumination and brand switching, the influence of post purchase remorse on negative emotions and level of satisfaction, the influence of post purchase remorse on negative emotions and extent of rumination. The population and sample in this research are all smartphone users in the millennial generation in Indonesia who have financial independence. The number of samples in this study was 171 respondents. The analysis technique used is Structural Equation Modeling (SEM) using the Analysis of Moment Structures (AMOS) program version 24.0. The research results show that there is a significant influence between the variables post purchase remorse, level of satisfaction, negative emotions, extent of rumination, and brand switching. An insignificant influence occurred in the relationship between the negative emotion variable and the level of satisfaction and extent of rumination.
Keywords: Post purchase remorse, negative emotion, level of satisfaction, extent of rumination, brand switching, millennials, smartphone
Sources: http://repository.unair.ac.id/74957/
