PENGARUH ORIENTASI FESYEN TERHADAP PERILAKU PEMBELIAN KOMPULSIF DENGAN GENDER SEBAGAI VARIABEL PEMODERASIAN

Dewi, Amelia Puspa (2006) PENGARUH ORIENTASI FESYEN TERHADAP PERILAKU PEMBELIAN KOMPULSIF DENGAN GENDER SEBAGAI VARIABEL PEMODERASIAN. S2 thesis, UAJY.

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Abstract

The purpose of this study was used to identify the influences of fashion orientation on compulsive buying behavior. This study also indentified gender moderation on interaction between fashion orientation and compulsive buying behavior among college students in Yogyakarta. A survey design (questionnaire) was used to collect the data. One hundred and fifty questionnaire was distributed, but only one hundred and thirty eight questionnaire can be used and calculated. The questionnaire based on the study of Jonathan Gutman. Michael K. MIlls, Leon G. Schiffman and Leslie Lazar Kanuk which had been modified. This study used multiple regression analysis to identify the influences of each fashion orientation variable (fashion leadership, fashion interest, importance of being well dressed and anti fashion attitude) on compulsive buying behavior. Regression analysis with moderating varible is used to indentify gender moderation on interaction between fashion orientation and compulsive buying behavior. key words : - pembelian kompulsif, orientasi fesyen, jenis kelamin, produk fesyen

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