PERILAKU KONSUMEN MAHASISWA, Studi Deskriptif Analitis di Universitas Pendidikan Indonesia

Husna, Maliatul (2014) PERILAKU KONSUMEN MAHASISWA, Studi Deskriptif Analitis di Universitas Pendidikan Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk 1)Mengetahui gambaran umum perilaku konsumen mahasiswa Universitas Pendidikan Indonesia, 2)Mengetahui gambaran perilaku konsumen mahasiswa dilihat dari aspek alokasi, frekuensi dan lokasi konsumsi, dan 3)Mengetahui gambaran perilaku konsumen mahasiswa dilihat dari aspek efek ikut arus (bandwagon effect) dan efek sok (snob effect). Pendekatan yang dilakukan dalam penelitian ini adalah pendekatan kuantitatif. Metode yang digunakan dalam penelitian ini yaitu deskriptif analisis. Pengolahan data menggunakan statistik deskriptif. Objek dalam penelitian ini adalah perilaku konsumen mahasiswa dan subjek penelitian ini adalah mahasiswa Universitas Pendidikan Indonesia (UPI). Sampel yang diteliti sebanyak 374 responden dengan menggunakan teknik pengambilan proportionate stratified random sampling. Hasil analisis deskriptif menunjukkan bahwa sesuai asas transitif didapat bahwa gambaran umum perilaku konsumen mahasiswa mencapai kepuasan terinterpretasi dari alokasi konsumsi, frekuensi konsumsi dan lokasi konsumsi pada kebutuhan primer yang menjadi prioritas utama pemenuhan kebutuhan walaupun mahasiswa menyukai pemenuhan kebutuhan sekunder dan kebutuhan tersier. Sedangkan perilaku konsumen mahasiswa berdasarkan aspek efek ikut arus (bandwagon effect) termasuk ke dalam kategori sedang serta berdasarkan aspek efek sok (snob effect) termasuk ke dalam kategori rendah. The objective of this research are; 1) To know about general description of consumer behavior Indonesia University of Education students, 2) To know about description of consumer behavior of students from the allocation, frequency and location of consumption asspects, 3) To know about description of consumer behavior of students from the bandwagon effects and snob effects. The approach taken in this research is quantitative research. The method used in this study is descriptive analysis. Processing data use descriptive statistics. The object is student consumer behavior and the subject is Indonesia University of Education students. Samples were examined as many as 374 respondents using the sampling technique proportionate stratified random sampling . The results of this research showed that the corresponding transitive principle obtained a general overview of consumer behavior that students achieve the satisfaction of the interpretation from the data allocation of consumption, frequency of consumption and location of consumption on the primary needs are a top priority despite meeting the needs of students like secondary and tertiary needs. While a student of consumer behavior based on the bandwagon effect aspects included in the medium category, and is based on aspects of snob effect is included in the low category.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S EKO p-2014; Pembimbing: Yana Rohmana
Uncontrolled Keywords: Perilaku Konsumen, Alokasi Konsumsi, Frekuensi Konsumsi, Lokasi Konsumsi, Efek Ikut Arus, Efek Sok.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HM Sociology
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Depositing User: Staf Koordinator 3
Date Deposited: 07 Aug 2015 08:24
Last Modified: 07 Aug 2015 08:24
URI: http://repository.upi.edu/id/eprint/15987

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