HUBUNGAN SHOPPING LIFESTYLE DENGAN POST PURCHASE DISSONANCE PADA REMAJA DI KOTA BANDUNG
Penelitian ini bertujuan untuk mengetahui hubungan shopping lifestyle dengan post purchase dissonance pada remaja di Kota Bandung. Partisipan penelitian adalah subjek yang berusia 18-21 Tahun yang tinggal di Kota Bandung dengan jumlah sampel sebanyak 387 orang. Metode penelitian yang digunakan dalam...
Saved in:
| Main Author: | |
|---|---|
| Format: | Academic Paper |
| Published: |
2017-02-08.
|
| Subjects: | |
| Online Access: | http://repository.upi.edu/29781/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Penelitian ini bertujuan untuk mengetahui hubungan shopping lifestyle dengan post purchase dissonance pada remaja di Kota Bandung. Partisipan penelitian adalah subjek yang berusia 18-21 Tahun yang tinggal di Kota Bandung dengan jumlah sampel sebanyak 387 orang. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekat pearson product moment. Instrumen pada penelitian ini adalah Shopping Style dengan tujuh tipe yaitu 1) Fashion Conscious Consumers; 2) Hedonic Conscious Consumers; 3) Brand Conscious Consumers; 4) Novelty Seeking Consumers; 5) Quality Conscious Consumers; 6) Consumers Confused by Overchoices; dan 7) Habitual, Brand Loyal Consumers untuk mengukur shopping lifestyle, dan skala POSTDIS (Post Purchase Dissonance) untuk mengukur variabel post purchase dissonance. Data ini diolah dengan menggunakan Rasch Model dengan aplikasi Winsteps. Reliabilitas cronbach alpha yang di dapat pada penelitian ini adalah 0.92 untuk fashion conscious consumers, 0.71 untuk hedonistic consumers, 0.83 untuk brand conscious consumers, 0.70 untuk novelty seeking consumers, 0.85 untuk quality conscious consumers, 0.83 untuk consumers confused by overchoice, serta 0.81 untuk habitual-brand loyal consumers dan reliabilitas cronbach alpha pada variabel post purchase dissonance yaitu 0.92. Hasil penelitian menunjukkan bahwa dari ketujuh tipe shopping lifestyle, hanya terdapat dua tipe yang berkorelasi dengan post purchase dissonance, yaitu tipe hedonic consumers dengan korelasi sebesar -.155 dan consumer confused by overchoice dengan korelasi sebesar .119. Kata Kunci: shopping lifestyle, fashion conscious consumers, hedonic conscious consumers, brand conscious consumers, novelty seeking consumers, quality conscious consumers, consumers confused by overchoices, habitual, brand loyal consumers, post purchase dissonance. This research are made to knowing the correlation between shopping lifestyle and post purchase dissonance for adolescent in Bandung. There are 387 participants in this research aged by 18-21 years old that live in Bandung City. This research are using quantitative method with pearson product moment. There are 7 instrument in this research 1) Fashion Conscious Consumers; 2) Hedonic Conscious Consumers; 3) Brand Conscious Consumers; 4) Novelty Seeking Consumers; 5) Quality Conscious Consumers; 6) Consumers Confused by Overchoices; and 7) Habitual, Brand Loyal Consumers to measure shopping lifestyle, and POSTDIS (Post Purchase Dissonance) scale to measure variable post purchase dissonance. This data processed by using Rasch Model with Winsteps application. The Cronbach Alpha reliability that obtained in this research are 0.92 for fashion conscious consumers, 0.71 for hedonistic consumers, 0.83 for brand conscious consumers, 0.70 for novelty seeking consumers, 0.85 for quality conscious consumers, 0.83 for consumers confused by overchoices, and 0.81 for habitual-brand loyal consumers and Cronbach alpha reliability at post purchase dissonance variable is 0.92. The result of this research show that between those 7 types of shopping lifestyle, only 2 types that correlated with post purchase dissonance, there are hedonic consumers with -.155 correlation and consumer confused by overchoices with .119 correlation. Keywords: shopping lifestyle, fashion conscious consumers, hedonic conscious consumers, brand conscious consumers, novelty seeking consumers, quality conscious consumers, consumers confused by overchoices, habitual, brand loyal consumers, post purchase dissonance. |
|---|---|
| Item Description: | http://repository.upi.edu/29781/1/S_PSI_1202798_Title.pdf http://repository.upi.edu/29781/2/S_PSI_1202798_Abstract.pdf http://repository.upi.edu/29781/3/S_PSI_1202798_Table-of_content.pdf http://repository.upi.edu/29781/5/S_PSI_1202798_Chapter1.pdf http://repository.upi.edu/29781/6/S_PSI_1202798_Chapter2.pdf http://repository.upi.edu/29781/7/S_PSI_1202798_Chapter3.pdf http://repository.upi.edu/29781/8/S_PSI_1202798_Chapter4.pdf http://repository.upi.edu/29781/9/S_PSI_1202798_Chapter5.pdf http://repository.upi.edu/29781/10/S_PSI_1202798_Bibliography.pdf http://repository.upi.edu/29781/11/S_PSI_1202798_Appendix.pdf |