ABSTRAK
Gaya pembuatan keputusan konsumen didefinisikan sebagai suatuorientasi terpola, mental dan kognitif terhadap belanja dan pembelian, yang terusmenerusmendominasi pilihan konsumen. Gaya belanja yang digunakan dalampenelitian ini menyesuaikan Consumer Style Inventory (CSI) yang awalnyadikembangkan oleh Sproles dan Kendall (1986) dengan adaptasi dimensi gayabelanja dalam penelitian Tai (2005) yaitu quality consciousness, brandconsciousness, fashion style entuism, personal style entuism, price & valueconsciousness, environmental & health consciousness, time & convenienceconsciouness, reliance on the mass media, shopping influences, dan brand &store loyalty.Penelitian ini bertujuan untuk mengetahui apakah pengukuran gayapembuatan keputusan dengan sepuluh alat ukur gaya pembuatan keputusankonsumen dapat diterapkan pada konsumen muda suku Jawa dan Tionghoa-Indonesia di Jakarta, dan mengetahui gaya berbelanja konsumen muda suku Jawadan Tionghoa-Indonesia serta perbedaannya yang diukur berdasarkan sepuluh alatukur gaya pembuatan keputusan. Sampel penelitian berjumlah 180 respondenyang terdiri dari konsumen muda suku Jawa dan Tionghoa-Indonesia. Metodepengambilan sampel yang digunakan adalah nonprobability sampling denganteknik judgement / purposive sampling. Instrumen penelitian yang digunakanadalah kuesioner dan dianalisis dengan software LISREL 8.7 untuk mengetahuihubungan masing-masing variabel. Hasil penelitian menunjukkan dari 30hipotesis yang diajukan 25 diantaranya ditolak, diantaranya pada dimensi qualityconsciousness, brand consciousness, fashion style entuism, personal styleentuism, price & value consciousness, environmental & health consciousness,time & convenience consciouness, shopping influences, dan brand & store loyalty.Selebihnya, tidak ada perbedaan dimensi gaya belanja lainnya antara konsumensuku Jawa dan Tionghoa-Indonesia.
ABSTRACT
A consumer decision-making style is defined as a patterned, mental,cognitive orientation towards shopping and purchasing, which constantlydominates the consumer’s choices. Shopping styles that used in this researchadopted Consumer Style Inventory (CSI) that initially developed by Sproles andKendall (1986) with adaptation shopping styles in Tai’s research (2005) i.e.quality consciousness, brand consciousness, fashion style entuism, personal styleentuism, price & value consciousness, environmental & health consciousness,time & convenience consciouness, reliance on the mass media, shoppinginfluences, dan brand & store loyalty.The objective of this research is to find out whether the measurement ofdecision-making styles with ten decision-making styles measuring instrument canbe implemented to young Javanese and Chinese consumers in Jakarta, and to findout the decision-making styles of young Javanese and Chinese consumers alongwith the differences which measured by ten decision-making styles measuringinstrument. The samples comprise of 180 respondents, consist of young Javaneseand Chinese-Indonesia consumers. The samples collected using nonprobabilitysampling with judgement/ purposive sampling as its technique. This reasearchused questionnaire as reaserch instrument and analize by using LISREL 8.7 todetermine the relationship of each variable. The result of this research showedfrom 30 hypothesis submitted, 25 of them were rejected, including qualityconsciousness, brand consciousness, fashion style entuism, personal styleentuism, price & value consciousness, environmental & health consciousness,time & convenience consciouness, shopping influences, dan brand & storeloyalty. While there is no differences in other decision-making styles. |
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