PENGARUH MODERNITAS TERHADAP PERILAKU KONSUMTIF DENGAN KONSEP DIRI SEBAGAI VARIABEL MODERATOR (Survei pada Wanita Bekerja di Kota Bandung)

• Main Author: Arinda Shabrina, - (Author)
• Format: Book
• Published: 2021-08-26.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/68199/1/S_PEK_1705184_Title.pdf; http://repository.upi.edu/68199/2/S_PEK_1705184_Chapter1.pdf; http://repository.upi.edu/68199/3/S_PEK_1705184_Chapter2.pdf; http://repository.upi.edu/68199/4/S_PEK_1705184_Chapter3.pdf; http://repository.upi.edu/68199/5/S_PEK_1705184_Chapter4.pdf; http://repository.upi.edu/68199/6/S_PEK_1705184_Chapter5.pdf; http://repository.upi.edu/68199/7/S_PEK_1705184_Appendix.pdf
• Keywords: HB Economic Theory; L Education (General)

Penelitian ini dilatarbelakangi oleh pola perilaku konsumsi wanita yang cenderung berperilaku konsumtif. Berdasarkan observasi awal, menunjukkan bahwa wanita bekerja di Kota Bandung memiliki kecenderungan berperilaku konsumtif. Penelitian ini bertujuan untuk mengetahui pengaruh modernitas terhadap perilaku konsumtif dengan konsep diri sebagai variabel moderator. Metode yang digunakan yaitu survei eksplanatori. Populasi dalam penelitian ini adalah seluruh wanita bekerja di Kota Bandung. Dengan menggunakan teknik sampel accidental sampling diperoleh sampel sebanyak 400 wanita bekerja di Kota Bandung. Teknik analisis data yang digunakan yaitu moderated regression analysis (MRA) dengan hierarchical regression. Hasil penelitian menunjukan bahwa: (1) Modernitas berpangurh positif dan signifikan terhadap perilaku konsumtif, (2) Konsep diri memoderasi pengaruh modernitas terhadap perilaku konsumtif. This research is motivated by the consumption behavior pattern of women who tend to behave consumptively. Based on initial observations, it shows that women working in Bandung have a tendency to behave consumptively. This study aims to find out the influence of modernity on consumptive behavior with the concept of self as a moderator variable. The method used is exploratory survey. The population in this study is all women working in Bandung. By using accidental sampling sample techniques obtained samples as many as 400 women working in the city of Bandung. The data analysis technique used is moderated regression analysis (MRA) with hierarchical regression. The results showed that: (1) Modernity has a positive and significant effect on consumptive behavior, (2) The concept of self-moderates the influence of modernity on consumptive behavior.