YOGYAKARTA- Marketing studies development in the behavior of consumer takes place with changes in business and lifestyles in society. These conditions have pushed the issues of self- congruity topic included in the study of consumer behavior to experience development in the core of subject, the theory approach, measurement instruments, categories of research objects, research design, and testing methods.
Congruity topics generally develop into a much-discussed study in various fields related to the problem of psychological, social, economic aspects, covering a range of other important issues. “Congruity topics grew even broader and can be observed through a person’s behavior. While the core of congruity study understanding is an attempt to understand the two attitudes that cognitively interact with each other," said Endy Gunanto Marsasi in an open examination of the UGM doctoral program at the 3rd Floor of BRI Auditorium, Friday (7/1).
In the examination, Endy raised the dissertation entitled The Influence of Self-congruity Behavior after Purchase of Durable Goods of Ordinary Items Type. Present as the examiner in that occasion were Prof. Dr. Basu Swastha Dh., M.B.A., Dr. B.M. Purwanto, M.B.A., Dr. Sahid Susilo Nugroho, M.Sc., Dr. Slamet Santoso Sarwono, M.B.A., Dr. Budi Santoso, M. Bus., Dr. Suci Paramitasari Syahlani, M.M., Dr. Harsono, M.Sc. and Dr. Ike Janita Dewi, M.B.A.
Furthermore, Endy said that the congruity theory is applied in order to examine one’s memory as a supporter of the establishment of a person’s attitude on the principle of consistency. Meanwhile, the research conducted by Endy uses variables that affect the self-congruity on behaviour after purchase of durable goods of ordinary products. "The durable goods of ordinary type that was selected based on the previous pre-survey is a motorcycle with reference to a specific brand, namely Supra Fit," he said.
In his presentation, Endy conveyed that the actual self-congruity positively influences on the brand preference that is mediated by self-consistency. Based on previous empirical research, it appears that consumers typically consider the use of products with a particular brand to see himself in accordance with the views of actual self-congruity concept.
Other findings in his research show that gender moderate the relationship between variables in the model. These findings support previous studies if based on the symbolic aspect, not on the basis of the level of involvement. These findings illustrate that men considered their decisions more on factors that are more realistic to be able to meet the ideal needs. "This finding is also consistent with previous research which found that the role of men is higher when facing brand preference, especially in technology products, this means that consideration of safety, comfort, and power of the products becomes an important idealistic consideration," said the man born in Yogyakarta, March 21, 1972.
In front of the examiners, Endy said that the presence of some unique findings compared with previous research findings, namely durable goods of ordinary class products can not be expressed as a symbolic image-embedded product because the symbolic image that is basically created is part of the success of the manufacturer’s promotion policy for creating the image of the products that is launched. In addition, purchasing power limitations aspects serve as constraints that affect to the realization of self-congruity in the ordinary class products.
Through the research conducted, in the future employees in the consumer service or complaints are expected to report consumer complaints or praise they receive. The employee’s findings are used as information for further planning of the launch of durable goods in ordinary class products.
Meanwhile, for business stakeholders in Indonesia in the field of motorcycle, more optimal market penetration, distribution network and service need to be created as widely as possible. Broad distribution network and service will create significant added value for ordinary class bike products they offer compared to those of other competitors.
After defending his dissertation in front of the team of examiners, Endy finally graduated with honors.