Analisis Perilaku Konsumen Berisiko (Studi Fenomena Cognitive Dissonance dalam Penggunaan Produk Body Lotion X di Kelurahan Anaiwoi)
DOI:
https://doi.org/10.29408/jhm.v12i4.36897Keywords:
Anaiwoi urban village, body lotion x, cognitive dissonance, decision-making, illegal productAbstract
This study aims to analyze risky consumer behavior, specifically examining the phenomenon of cognitive dissonance associated with the use of "Body Lotion X" in Anaiwoi Urban Village. A qualitative research method employing a case study approach and in-depth interviews was utilized. The findings indicate that the consumer decision-making process is driven by a combination of social influence stemming from advice given by non-credible friends economic motivation due to the product's low price, and the expectation of instant results, specifically rapid skin whitening. These factors lead consumers to overlook the verification of the product's safety and legality. Furthermore, a post-usage phenomenon of cognitive dissonance was identified, wherein consumers experience an internal conflict between the side effects they experience and their desire to continue reaping the product's benefits. Consumers tend to persist in using the product by employing dissonance-reduction strategies, such as reducing application frequency, rationalizing their actions, and reinforcing their beliefs through the influence of their social environment. These findings confirm that the decision to continue using an illegal product is rooted in a prioritization of instant aesthetic results and psychological dependency, which outweigh considerations regarding long-term health risks.
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