HUBUNGAN PATRONAGE BUYING MOTIVES DENGAN GAYA HIDUP HEDONIS PADA KONSUMEN STARBUCKS COFFEE DI KOTA BANDUNG

Legina, Asri Permata (2015) HUBUNGAN PATRONAGE BUYING MOTIVES DENGAN GAYA HIDUP HEDONIS PADA KONSUMEN STARBUCKS COFFEE DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan mengkaji hubungan antara patronage buying motives dengan gaya hidup hedonis pada konsumen Starbucks Coffee di kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode korelasional. Sampel penelitian ini sebanyak 209 konsumen Starbucks Coffee yaitu 58 orang berjenis kelamin pria dan 151 orang berjenis kelamin wanita yang ditentukan dengan teknik purposive sampling. Pengumpulan data dilakukan melalui metode kuesioner dengan menggunakan skala patronage buying motives serta skala gaya hidup hedonis yang telah diuji coba oleh peneliti. Analisis data pada penelitian ini dilakukan dengan menggunakan teknik korelasi spearman rank. Hasil penelitian menunjukkan terdapat hubungan positif signifikan antara patronage buying motives dengan gaya hidup hedonis pada wanita konsumen Starbucks Coffee di kota Bandung dengan nilai korelasi sebesar 0,365 dan nilai signifikansi sebesar 0,000. Hal tersebut menunjukkan bahwa semakin tinggi patronage buying motives yang dimiliki oleh konsumen Starbucks Coffee, maka semakin tinggi pula gaya hidup hedonisnya. Rekomendasi pada penelitian ini yaitu: (1) Bagi perusahaan, lebih baik meningkatkan tokonya sesuai dengan atribut emotional patronage motives sehingga antara motif rasional dan emosional memiliki hasil yang seimbang; (2) Bagi peneliti selanjutnya, lebih baik memasukkan faktor-faktor lain yang dapat mempengaruhi variabel-variabel yang ada sehingga dapat menggali data yang lebih dalam. The purpose of this study is to determine the correlation between patronage buying motives and hedonic lifestyle among consumers of Starbucks Coffee in Bandung. This research used quantitative approach with correlation method. The sample in this study were 209 consumers of Starbucks Coffee which is consisted of 58 men and 151 women, which collected by purposive sampling technique. Data were collected using questionnaires as data collection tools that developed by researcher. Data analysis was done by using spearman rank correlation technique. The results of this research showed that there is a positive significant relationship between patronage buying motives and hedonic lifestyle of Starbucks Coffee consumers in Bandung with coefficient correlation 0,365 and significance 0,000. It showed that if the patronage buying motives of consumers of Starbucks Coffee in Bandung are high, the consumers are likely to have high hedonic lifestyle. The recommendation on this study are: (1) for the company, better to improve the store in accordance with the emotional attributes of patronage motives so that between rational motives and emotional motives have balance result; (2) for another researcher, better to indorporate other factors that may affect the existing variables in this study so that can produce richer data.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S PSI LEG h-2015; Pembimbing : I. Medianta Tariyan, II. Gemala Nurendah
Uncontrolled Keywords: Patronage buying motives, gaya hidup hedonis, starbucks coffee
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User: Staff DAM
Date Deposited: 04 Nov 2015 03:11
Last Modified: 04 Nov 2015 03:11
URI: http://repository.upi.edu/id/eprint/18743

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