PENGARUH FAKTOR NORMATIF, PERBEDAAN JENDER, UANG SAKU DAN STATUS PENDIDIKAN TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA PRODUK KASET OLEH KONSUMEN REMAJA

Gunawan, Veronica Rahayu Laks’mi (2005) PENGARUH FAKTOR NORMATIF, PERBEDAAN JENDER, UANG SAKU DAN STATUS PENDIDIKAN TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA PRODUK KASET OLEH KONSUMEN REMAJA. S2 thesis, UAJY.

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Abstract

The objectives of this research are firstly to measure the impact of normative factor on impulsive buying behavior in casette and secondly to test the differences of impulsive buying behavior based on gender, expenditure and education level on teenager. The research is conducted in Yogyakarta. At the beginning the dimensions measured were immature, irrational, wasteful and risky. However, after testing the reliability there are two dimensions only used in the analysis; immature and irrational. These data are measured then in both (immature and irrational at once) and independently. This research adopted the researh instrument about normative evaluation by Rook and Fisher (1995) and also Schiffinan and Kanuk in Kiati (2004). The research conducted using the Regression, T-Test and ANOVA. A survey was used in gathering data by distributing questioners and doing an interview. The purpossive respondents had helped answering the questions, so that the data were ready to analyze. The numbers of respondents were 207 covering 98 university students and 109 senior high school students. These respondents were divided into 71 males and 136 females students. Based on the Regression analysis, T-Test and ANOVA, it was revealed that the result was not significant in all dimensions in both test; immature and irrational at once and independently. However the probability deviation was scattered unevenly and immature dimension was the lowest.

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