Faktor-Faktor Pembentuk Ketertarikan Konsumen serta Mekanisme Psikologis Hubungan Atribut Produk Artisan Lokal dengan Niat Beli
Keywords:
artisanal products, local craft, consumer interest, purchase intention, perceived authenticity, cultural heritage, psychological mechanismsAbstract
This library research examines factors shaping consumer interest in local artisanal products and psychological mechanisms explaining the relationship between perceived product attributes and purchase intention. Synthesis of literature from consumer behavior, cultural studies, and marketing reveals nine formative factors: authenticity, perceived craftsmanship, cultural heritage value, functional quality, social influence, consumer knowledge, emotional value, exclusivity, and trust. Nine psychological mechanisms mediate the attribute-intention relationship: social identity, cognitive dissonance reduction, affect heuristic, home country bias, narrative meaning-making, trust generalization, reciprocity, observational learning, and perceived risk reduction through knowledge enhancement. Local artisanal products compete on meaning, authenticity, and personal connection rather than price and efficiency. Consumers pay premium prices because these products fulfill psychological needs for identity, connection to tradition, and participation in cultural preservation that mass-produced goods cannot satisfy.
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