Abstract:

Consumer involvement is now one of the interesting conversations in the midst of business competition, the level of consumer involvement can be based on the values ​​and needs felt by consumers themselves. The main objective of this study is to analyze the role of consumer involvement in buying behavior. The drive to understand purchasing behavior has created significant interest in the role of consumer involvement. This study examines the role of consumer involvement in buying behavior. This study analyzes the role of four types of consumer involvement both product involvement, involvement of purchasing decisions, involvement of advertising and consumption involvement on purchasing behavior by using a structural equation modeling (SEM) analysis tool, focusing on factors that influence consumer involvement, namely value of materialism, value of use product, degree of innovation, stimulant factors and situation factors. The number of samples used is as many as 500 people with the...