ANALISIS GENDER TERHADAP PERILAKU KONSUMTIF

Siahaan, Idris Douglas Franata (2013) ANALISIS GENDER TERHADAP PERILAKU KONSUMTIF. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana perbedaan dan persamaan pandangan antara laki-laki dan perempuan mengenai perilaku konsumtif. Desain penelitian ini menggunakan desain penelitian kualitatif dengan metode studi fenomenologis. Metode pengambilan data menggunakan wawancara semi-terstruktur. Subjek dalam penelitian ini adalah dua laki-laki dan dua perempuan yang memiliki uang saku diatas dari Rp 1.000.000,-. Dari penelitian ini didapatkan bahwa ada perbedaan pandangan antara laki-laki dan perempuan dalam berperilaku konsumtif. Laki-laki cenderung lebih menyukai kualitas suatu barang, berbelanja di mall, lebih sukar mengekspresikan model pakaian yang mereka sukai, tidak terlalu mementingkan bonus barang. Sedangkan perempuan memiliki pertimbangan harga dalam berbelanja, lebih fleksibel dalam tempat berbelanja, lebih mudah mengekspresikan model pakaian mereka, dan memiliki pertimbangan bonus barang dalam perbelanjaan mereka. Satu kesamaan yang terlihat pada empat subjek berpendapat bahwa siapa saja dapat memiliki hobi berbelanja terlepas dari peran gender konsumen tersebut. Kata kunci : Analisis, Gender, Perilaku Konsumtif. The purpose of this research is for knowing the differences and the similarity views between male and female about consumptive behavior. This research design is using qualitative research design with phenomenological approach. The participant on this research is two male and two females who accept remittance above Rp 1.000.000,- per month. This research shows that there are differences and similarities view between male and female on comsumption behavior. Males have tendency to like quality more than price, shopping at mall, have difficulties to express their way of wearing clothes, and not males don’t really considerate about goods bonuses. Whereas, females alwayd preconceiving about price in shopping, more flexibel in a place of shopping, easier to express their way of wearing new model of clothes, and considerate goods bonuses on their shopping. This research shows one big similarities that all of the participant say that everyody can shopping as their hobby wheter they are males or females. Key words : Analysis, Gender, Consumptive Behavior.

Item Type: Skripsi,Tesis,Disertasi (S1)
Subjects: Universitas Pendidikan Indonesia > Fakultas Ilmu Pendidikan > Program Studi Psikologi
Divisions: Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User: Riki N Library ICT
Date Deposited: 25 Sep 2013 01:21
Last Modified: 25 Sep 2013 01:21
URI: http://repository.upi.edu/id/eprint/1453

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