Vol. 7 No. 1 (2019): Juni

Postpurchase dissonance pada pengguna iphone ditinjau dari kepribadian Tipe A dan Tipe B

Risma Evie Kusrina (Universitas Muhammadiyah Malang)
Muhamad Salis Yuniardi (Universitas Muhammadiyah Malang)
Alifah Nabilah Masturah (Universitas Muhammadiyah Malang)

Article Info

Publish Date
29 Jun 2019


In consumer behavior, it followed by post-purchase evaluation. When in the evaluation, there appears a doubt about the purchase decision on a product, and then an individual must be experiencing a post-purchase dissonance. The product used in this study is the iPhone. As for the factors that can influence post-purchase dissonance, one of them is the tendency of individual anxiety, which is caused by personality type. This study aims to determine the differences in iPhone users’ student with type A and type B personalities in experiencing post-purchase dissonance. The analysis used causal comparative and determination of the subject used purposive sampling. The research subjects were iPhone users’ students of Muhammadiyah Malang University, amount 125 subjects. This study used a post-purchase dissonance scale, also type A and type B personality scale. The analysis in this study used an independent sample t-test. The results showed that there was no difference in post-purchase dissonance in terms of type A and type B personality patterns with a significance value of 0.352 and p = 0,05 (0,352 > 0,05). Keywords: Post-purchase dissonance, Type A and type B personality, iPhone users’ Student.

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Journal Info





Religion Humanities Neuroscience Social Sciences


The scope and the focus of the journal is conceptual proposal and empirical studies in many aspects of cognitive psychology (motivation, cognition and metacognition) with the application in various field such Industrial and Organizational Psychology, Developmental Psychology, Educational Psychology, ...