BENARKAH KEBERADAAN TAKHAYUL MENJADIKAN RUMAH YANG SAMA MEMILIKI NILAI (HARGA) YANG BERBEDA?

Amri Hana Muhammad(1),

DOI: https://doi.org/10.15294/intuisi.v6i1.11908


(1) Jurusan Psikologi Fakultas Ilmu Pendidikan Universitas Negeri Semarang

Abstract

Abstrak. Sedikitnya kajian psikologis mengenai dampak takhayul mendorong munculnya kajian ini. Pada beberapa latar belakang budaya, takhayul terbukti mempengaruhi likelyhood dalam consumer choice untuk produk-produk low-involvement. Takhayul juga menjadikan konsumen bersedia membayar lebih mahal produk dengan atribut takhayul positif, yang ditunjukkan dengan pemberian nilai willingness to pay (WTP) lebih tinggi dibandingkan nilai produk tanpa atribut takhayul. Kajian eksperimental mengenai dampak takhayul pada nilai barang high involvement (dalam hal ini pada rumah) belum pernah dilakukan. Penelitian ini bertujuan mengetahui ada tidaknya perbedaan willingness to pay (WTP) sebagai gambaran nilai (harga) beli rumah ditinjau dari tipe takhayul (positif, netral, dan negatif) yang melekat pada rumah. Hipotesis yang diangkat dalam penelitian ini adalah: ada perbedaan nilai (harga) rumah ditinjau dari tipe takhayul. Pendekatan kuantitatif dengan alat pengumpul data berupa contingent valuation yang disusun berdasar desain treatment by subject digunakan untuk mengungkap WTP. Data dianalisis dengan analysis of varians (anova). Subjek yang dilibatkan dalam kajian ini sebanyak 113 individu berlatar belakang budaya Jawa, usia 28 tahun ke atas dan telah bekerja. Berdasarkan hasil uji hipotesis didapati: tidak ada perbedaan WTP antara rumah dengan atribut takhayul positif dan rumah tanpa atribut takhayul (netral). Ada perbedaan WTP antara rumah dengan atribut takhayul positif dan rumah dengan atribut takhayul negatif. Ada perbedaan WTP antara rumah tanpa atribut takhayul (netral) dan rumah dengan atribut takhayul negatif. Temuan lain juga dibahas dalam penelitian ini.

 

Kata kunci: willingness to pay, nilai (harga) rumah, desain treatment by subject, tipe takhayul

 

Abstract. There is a little number of psychological study about the effects of superstition. In some cultural background, superstition give an affect on the likelyhood of low involvement product in consumer choice behavior context. Superstitions also makes consumers willingness to pay (product value) became more expensive, particularly on product with positive superstition attributes, than value of the product without superstition attributes. There is no experimental studies on the superstition effects on the value of high involvement goods (in this case: home) until now. This study aimed to determine the willingness to pay (WTP) as an illustration of house value (price) predicted by superstition types (positive, neutral, and negative) are attached to the house. Hypotheses raised in this study is: there is a difference value (price) of the house predicted by superstition type. Contingent valuations as data collecting used, and treatment by subject design arranged as experimental design. The datas were analyzed by analysis of variance (ANOVA). Subjects were included in this study was 113 responden wich Javanese cultural background, 28 years old or oder, and have been working for some years. Based on the results of hypothesis testing found: there is no difference between the house WTP with positive superstition attributes and the house WTP without superstition attributes (neutral). There is a difference between the house WTP with positive superstition attributes and the house with negative superstition attributes. There is a difference between the house WTP without superstition attributes (neutral) and the house WTP with negative superstition attribute. Another findings are also discussed.                

Keywords: willingness to pay, the house value (price), treatment by subject design, superstition types

Keywords

willingness to pay, the house value (price), treatment by subject design, superstition types

Full Text:

PDF

References

Aaker, J.L., & Lee, A. (2001). "I" seek plesure and "we" avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28, 33-49.

Alhashimi, H., & Dwyer, W. (2004). Is there such an entity as a housing market?. Presented Paper. The 10th Annual Pacific Rim Real Estate Conference. Bangkok, January 2004, 1-12.

Block, L., & Kramer, T. (2009). The effect of superstitious beliefs on performance expectations. Journal of the Academy Marketing Science, 37, 161–169.

Bourassa, S. C., & Peng, V. S. (1999). Hedonic prices and house numbers: The influence of feng shui. International Real Estate Review, 2(1), 79-93.

Carlson, B. C., Mowen, J. C., & Fang, X. (2009). Trait superstition and consumer behavior: Re-conceptualization, measurement, and initial Investigations. Psychology & Marketing, 26(8), 689–713.

Chau, K W. (2002). Murders, externalities, and market efficiency – Empirical evidence from Hong Kong. Paper. Pacific Rim Real Estate Society Seventh Annual Conference. Christchurch, New Zealand. January, 21-23.

Chau, K.W., Ma, V. S. M., Ho, D. C. W. (2001). The pricing of 'luckiness' in the apartment market. Journal of Real estate Literature, 9(1), 31-40.

Delacroix, E., & Guillard, V. (2008). Understanding, defining and measuring the trait of superstition. Working paper. DRM UMR 7088-DMSP Paris Dauphine University.

Ghozali, I. (2006). Aplikasi analisis multivariate dengan program SPSS. Badan Penerbit-UNDIP. Semarang.

Gibler, K.M., & Nelson, S.L. (2003). Consumer behavior applications to real estate education. Journal of Real Estate Practice and Education, 6(1), 63-83.

Ho, J. (2008). The economics of luckiness: The impact of number superstition on condominium prices in Singapore. Thesis. Department of Economic Amherst College. Massachusetts. USA.

Isabel, L. Y. S. (2010). The impact of unlucky number floor on private residential and home ownership scheme housing property price in Hong Kong. Disertation. Faculty of Architecture Unibersity of Hong Kong.

Kahneman,D. & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-292.

Kramer, T & Block, L (2007). The effect of superstitious beliefs on consumer judgments. Advances in Consumer Research, 34, 634-635.

Kramer, T. & Block, L. (2008). Conscious and nonconcious components of superstitious beliefs in judgment. Journal of Consumer Research, 34, 783-793.

Kramer, T., & Block, L. (2011). Nonconcious effects of peculiar beliefs on consumer psychology and choice. Journal of Consumer Psychology, 21, 101-111.

Lai, F.S., Chong, S.C., Sia, B.K., Ooi, B.C. (2010). Culture and consumer behavior: Comparisons Between Malay and Chinese in malaysia. International Journal of Innovation, Management, and Technology, 1(2), 180-185.

Mowen, J.C., & Carlson, B. (2003). Exploring the antecedents and consumer behavior consequences of the trait of superstition. Psychology and Marketing, 20(12), 1045-1065.

Muhammad, A.H. (2011). Eksistensi Superstitious Belief dalam Consumer Buying Behavior; Studi Pada Pelaku Jual-beli Rumah/Pekarangan di Yogyakarta. Proceeding. Temu Ilmiah Nasional Psikologi. 24 November 2011. Fakultas Psikologi Universitas Airlangga Surabaya.

Munene, C. N. (2006). Analysis of consumer attitudes and their willingness to pay for functional foods. Thesis. The Department of Agricultural Economics and Agribusiness. Louisiana State University.

Schulz, R., & Werwatz, A. (2004). A state space model for berlin house prices: Estimation and economic interpretation. Journal of Real Estate Finance and Economics, 28, 37-57.

Vaidyanathan, R., & Aggarwal, P. (2008). A typology of superstitious behaviors: Implications for marketing and public policy. Latin American Advances in Consumer Research, 2, 147-49.

Vaidyanathan,R., Aggarwal, P., Cha, T., & Chun, S. (2006) A need-satisfaction model of superstitious behavior. Advances in Consumer Research, 34, 355- 357.

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Creative Commons License
This work is licensed under a  Creative Commons Attribution 4.0 International License.