Consumer Involvement Analysis Using Fuzzy Mathematical Approach (Case Study: West Java,Indonesia)

摘要

Company's competitiveness depends on its product advantage that can be measured from consumer involvement. The objective of this research is to understand consumer involvement in electronic product category in Depok City, West Java, Indonesia. Case study was done to undergraduate students at Depok City. A survey method is adopted in this research by using questionnaire as instrument. Analysis technique used Fuzzy Mathematical Approach which is consists of 6 aspects, i. e. product interest, hedonic value, sign value, risk probability, risk of importance, and purchase decision time. Result shows that consumer involvement to electronic product in Depok City is categorized as high category, and towards computer is the highest consumer involvement.