The Effect of Unsatisfied Experience, Culture Value, and Value Loss on Complaint Intention of Electronic Devices in Bogor, West Java, Indonesia
Authors: Putra Rizky Perdana , Yuliati Lilik Noor 
Published: January 2018

<p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">Purchase dissatisfaction on</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> electronic </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">devices</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">could</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> cause complain</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">t</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> intention</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">.</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">B</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">eside</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">s purchase dissatisfaction</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">, culture value</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">s included</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;"> <span lang="IN">individualis</span></span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">m</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> and collectivsm also influence</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">d</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> complain</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">t</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> intention. The aim of this study was to analyze the effect of unsatisfied experience, culture value, and the value loss on </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">c</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">omplain</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">t</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">i</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">ntention of electronic </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">devices</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">. The location of this study </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">was</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> selected purposiv</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">ely</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">which was</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> Paledang District, Central Bogor Regency, Bogor</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;"> City</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">. The</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;"> study involved</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> 100 </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">respondent</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">s</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;"> which were </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">selected purposive</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">ly. The respondents were a </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">husband </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">or a</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> wife who made a decision on buying and using electronic </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">devices</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">. The data </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">were</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">collected</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">with an</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> interview</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;"> using</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> questionnaire. The result showed that unsatisfied experience, individualism, and age influence</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">d</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> complaint intention</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;"> while </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">collectivism, value loss, and famil</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">y</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> income</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;"> were the factors which did not</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">influence </span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">complain</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">t</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> intention.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"> </p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> </span></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 0.75in; text-align: justify; text-indent: -0.75in;"><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">Keywords: culture value</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">s</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">, collectivism, individualism, complain</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: JA;">t</span><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN"> intention, value loss,</span></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 0.75in; text-align: justify; text-indent: -0.75in;"><span style="font-family: 'Times New Roman','serif'; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: JA;" lang="IN">unsatisfied experience</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman','serif';" lang="IN"><br /></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman','serif';" lang="IN">Ketidakpuasan pembelian barang elektronik dapat menimbulkan adanya niat komplain</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN-US;">.</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN-US;">S</span><span style="font-family: 'Times New Roman','serif';" lang="IN">elain ketidakpuasan, <em>culture value</em> juga memengaruhi seseorang berniat untuk melakukan komplain. <em>Culture value</em> dalam penelitian ini meliputi individualisme dan kolektivisme. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman ketidakpuasan, <em>culture value</em>, serta nilai kerugian terhadap niat komplain pada barang elektronik. Pemilihan lokasi penelitian dilakukan secara purposif yaitu di Kelurahan Paledang RW 04, Kecamatan Bogor Tengah, Kota Bogor. P</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN-US;">enelitian </span><span style="font-family: 'Times New Roman','serif';" lang="IN">melibatkan 100 orang</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN-US;"> sebagai sampel yang dipilih secara purposif</span><span style="font-family: 'Times New Roman','serif';" lang="IN">, yaitu suami atau istri yang mengambil keputusan dalam membeli barang elektronik. Data diperoleh melalui wawancara dengan menggunakan kuesioner. Hasil penelitian menunjukkan bahwa pengalaman ketidakpuasan, individualisme, dan usia memiliki pengaruh terhadap niat komplain sedangkan kolektivisme, nilai kerugian, dan pendapatan keluarga merupakan faktor-faktor yang tidak berpengaruh terhadap niat komplain.</span><span style="font-family: 'Times New Roman', serif; text-indent: 28.35pt;"> </span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman','serif';" lang="IN">Kata kunci: <em>culture value</em></span><em style="text-indent: -58.5pt;"><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN-US;">s</span></em><span style="font-family: 'Times New Roman','serif';" lang="IN">, individualisme, kolektivisme, niat komplain, nilai kerugian, pengalaman ketidakpuasan</span></p>