Permono, Satrio Budi (2018) Identity Triumphed Over Utility, Image Over Function: “Pengaruh Dimensi Materialisme Dan Brand Engagement In Self-Concept Terhadap Sikap Terhadap Aktivitas Belanja Mahasiswa Program Sarjana Universitas Brawijaya Malang”. Sarjana thesis, Universitas Brawijaya.
Abstract
Perilaku konsumsi telah berubah dari waktu ke waktu. Setiap kejadian yang menjadi sejarah menjadi setiap tonggak perubahan pola konsumsi. Revolusi Industri menjadi salah satu tonggak penting tidak hanya dalam merubah pola produksi tapi juga pola konsumsi dimana manusia mulai menggunakan aktivitas konsumsi sebagai simbol untuk menciptakan identitas diri. Materialisme dan brand engagement in self-concept (BESC) menjadi salah satu instrumen dalam pembentukan konsep diri yang memotivasi manusia untuk melakukan aktivitas belanja. Penelitian ini bertujuan untuk mengetahui pengaruh dimensi materialisme dan brand engagement in self-concept (BESC) terhadap motivasi belanja yang diwakili oleh sikap terhadap aktivitas belanja. Jenis penelitian ini adalah penelitian eksplanatori yang menguji hubungan kausalitas diantara variabel-variabel yang telah dihipotesiskan. Pengaruh tersebut diteliti pada pola perilaku konsumsi mahasiswa program sarjana Universitas Brawijaya dengan menggunakan sampel sebanyak 382 responden dimana data dikumpulkan melalui penyebaran kuisioner. Variabel bebas yang berbentuk dimensi dan konstruk laten diuji menggunakan analisis faktor. Pendekatan eksploratori digunakan untuk mereduksi item yang tidak berkorelasi dalam dimensi atau konstruk, dan pendekatan konfirmatori digunakan untuk menguji validitas dan reliabilitas konstruk. Variabel terikat diuji validitasnya menggunakan Pearson Product Moment dan reliabilitasnya diuji menggunakan konsistensi internal Cronbach’s Alpha. Pengujian hipotesis dilakukan menggunakan analisis regresi linier berganda dengan meregresikan nilai terstandar tiap variabel. Hubungan kausalitas secara simultan dievaluasi menggunakan nilai F dan nilai koefisien determinasi. Hubungan kausalitas secara parsial dievaluasi menggunakan nilai T dan nilai koefisien beta (β). Uji instrumen penelitian menghasilkan bahwa terdapat perubahan komposisi terhadap dimensi materialisme, sedangkan konstruk BESC seutuhnya valid. Variabel sikap terhadap belanja disisi lain dinyatakan valid dan reliabel. Setelah serangkaian penyesuaian, khususnya pada dimensi materialisme, nilai terstandar digenerasi dan diregresikan dan didapatkan bahwa dimensi materialisme dan konstruk BESC berpengaruh positif dan signifikan terhadap sikap terhadap aktivitas belanja
English Abstract
Consumption behaviour has been changed through time. Every world’s historic event became milestone of this change, Industrial Revolution is one of the important milestone that changed not only production pattern but also consumption pattern where humans has starting use consumption activity as a symbol to create their identity. Materialism and brand engagement in self-concept (BESC) become instruments that take a role of development of self-concept/identity that apparently motivate consumer to shop. Purpose of this research is to determine whether there are influential relationships among dimension of materialism and BESC’s construct towards shopping motivation that represented in this research by attitude toward shopping. This research described as explanatory research that test the causality among variables that hypothested. Influences tested in consumer behavior of undergraduate student of Brawijaya University represented by the data of 382 samples which collected by survey Independent variable is in form of dimension and construct that tested by factor analysis. Eksploratory approach is used to reduce item within dimension or construct that doesn’t have unidimensionality, confirmatory approach in other hand is used to test the construct validity and reliability. The validity of dependent variable is tested with the value of Pearson Product Moment, whereas the reliability is tested with Conbach’ Alpha of internal consistency. The hypothesis is tested by multiples linier regression by regressed the standard score of each variable. Simultaneous causal relationship is evaluated by the F-value and determination coefficient, whilst partial causal relationship is evaluated by t-value and beta coefficient (β). Research instrument test result that there is no unidmensionality on dimension of materialism so the items is reduced and it brings the items reconstruction. BESC’s construct in other hand is unidimensional and valid so is the variable of attitude toward shopping. After several adjustment, especially on dimension of materialism, then the stardardized score of each variables is generated and regressed. And the result is that the dimension of materialism and BESC’s construct have positive and significant influences towards attitude toward shopping partially or simultaneously
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/389/051808544 |
| Uncontrolled Keywords: | belanja, keterikatan merek, materialisme, motivasi, analisis faktor, shopping, brand engagement, materialism, motivation, factor analysis. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jun 2019 03:16 |
| Last Modified: | 20 Oct 2021 06:03 |
| URI: | http://repository.ub.ac.id/id/eprint/162963 |
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