HUBUNGAN SEGMEN VALS (VALUE AND LIFESTYLE) DENGAN IMPULSE BUYING PADA KONSUMEN FACTORY OUTLET DI KOTA BANDUNG

Mahira, Ghina (2016) HUBUNGAN SEGMEN VALS (VALUE AND LIFESTYLE) DENGAN IMPULSE BUYING PADA KONSUMEN FACTORY OUTLET DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk menguji apakah ada hubungan antara segmen VALS (Value And Lifestyle) dengan Impulse Buying pada konsumen factory outlet di kota Bandung. Penelitian ini menggunakan teori SRI International yang dibuat oleh Mitchell (1978) dan Verplanken & Herabadi (2001). Metode penelitian ini adalah metode korelasional dengan pendekatan kuantitatif dengan teknik consecutive sampling. Sampel penelitian ini adalah 240 wanita konsumen factory outlet di Bandung yang sudah bekerja berusia antara 20-40 tahun. Pengumpulan data dilakukan dengan menyebarkan instrumen alat ukur pada konsumen factory outlet. Skala segmen VALS berjumlah 29 item. Skala impulse buying menggunakan Impulsive Buying Tendency (IBT) yang berjumlah 26 item. Hasil penelitian ini menunjukkan bahwa ada hubungan positif yang lemah pada segmen innovators, achievers, strivers, experiencers, dan ada hubungan negatif yang lemah pada segmen thinkers, makers, survivors, serta tidak terdapat hubungan pada segmen believers. Diharapkan hasil penelitian ini mampu memberikan sumbangan pada kajian-kajian yang ada dalam Psikologi, khususnya Psikologi Industri Organisasi, juga dapat dimanfaatkan oleh pemilik factory outlet untuk memahami perilaku konsumen ketika berbelanja.;---The purpose of this study to examine whether there is a relationship between the segments VALS (Value And Lifestyle) with Impulse Buying on consumers of factory outlets in Bandung. This study uses the theory of SRI International created by Mitchell (1978) and Verplanken & Herabadi (2001). This research method is correlation method with quantitative approach with consecutive sampling technique. The sample was 240 women factory outlets in Bandung consumers who are already working aged between 20-40 years. The data collection is done by spreading the instruments measuring devices in consumer factory outlet. Scale VALS segments totaling 29 items. Scale impulse buying using Impulsive Buying Tendency (IBT) totaling 26 items. The results of this study indicate that there is a weak positive correlation in the segment Innovators, achievers, strivers, experiencers, and there is a weak negative correlation in the segment thinkers, makers, survivors, and there is no relationship in the segments of believers. Expected results of this study could contribute to the existing studies in Psychology, Industrial Psychology Organization in particular, can also be used by the owner of factory outlet to understand the behavior of consumers when shopping.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S PSI MAH h-2016; Pembimbing : I. Medianta, II. Anastasia Wulandari.
Uncontrolled Keywords: segmen VALS (Value And Lifestyle), impulse buying, konsumen factory outlet, segments VALS (Value And Lifestyle), impulse buying, consumer factory outlet.
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User: Mr mhsinf 2017
Date Deposited: 06 Sep 2017 02:06
Last Modified: 06 Sep 2017 02:06
URI: http://repository.upi.edu/id/eprint/25736

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