Wanita Dan Belanja : Aspek Motivasi Dilihat Dari Sudut Pandang Perilaku Konsumen
Abstract
This study aims to find and explain the underlying motives of women, especially mothers of Generation Y in shopping activities. The method used in this research is qualitative with a case study approach. The informants of this study were 2 women aged 26 to 41 years (1980-1995). Data collection techniques with in-depth interviews, observation and documentation. Data analysis used the Miles and Huberman model and tested by source triangulation and theoretical triangulation. The results showed that consumers' shopping motives, especially Generation Y mothers, had different shopping motives. There are several shopping motives, namely utilitarian shopping motives, hedonic shopping motives, product shopping motives, time shopping motives, place shopping motives and mood shopping motives. In this study it was also found that the dominant factor for mothers in shopping activities aimed at satisfying the emotional aspect. The findings of this study are the desire and the streets in shopping activities.
Downloads
References
Burhan, B. (2018). Metode Penelitian Pariwisata dan Hospitality: Perspektif Kuantitatif, Kualitatif dan Mixed Methods. Jakarta: Prenadamedia Group.
Furnham, A. (2015). The joy od shopping. https://www.psychologytoday.com/blog/sideways-view/201511/the-joy-shopping.
Hendrarini, H., & Parsudi, S. (2020). KEPUTUSAN PEMBELIAN MINUMAN SUSU MIUCUU SURABAYA Consumer Taste of Product Attributes In The Purchase Decision Of Miucuu Surabaya Milk Beverage. 8(2), 129–136.
Hermawan, B. A. (2014). Analisis pengaruh faktor harga, selera, prestise, dan kualitas terhadap perilaku konsumen dalam membeli sebuah produk: studi kasus pada mahasiswa Fakultas Ekonomi pengguna produk helm INK di Universitas Sanata Dharma Yogyakarta.[Skripsi] Yogyakarta: Sanat.
Ichsannudin, M. M., & Hery Purnomo, M. M. (2021). Monograf Analisis Gaya Hedonis, Status Sosial, Variasi Produk Terhadap Keputusan Pembelian Melalui Citra Merek. Media Sains Indonesia.
Kencana, M. R. B. (2020). Liputan6.com. 2020. https://www.liputan6.com/bisnis/read/4210580/pengunjung-pusat-perbelanjaan-merosot-hingga-90-persen-imbas-corona-covid-19
Kim, H.-S. (2006). Using hedonic and utilitarian shopping motivations to profile inner city consumers. Journal of Shopping Center Research, 13(1), 57–79.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga, 14.
Lubis, M. S. W. (2020). Begini perubahan perilaku konsumen gara-gara corona.
Made, M. G., Rodhiyah, R., & Widiartanto, W. (2015). Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Surat Kabar Harian Suara Merdeka. Jurnal Ilmu Administrasi Bisnis, 4(2), 462–473.
Makmun, A. S. (2003). Psikologi pendidikan. Bandung: Rosda Karya Remaja.
McLeod, S. (2007). Maslow’s hierarchy of needs. Simply Psychology, 1, 1–8.
Miles, M. B., & Huberman, A. M. (1984). Qualitative data analysis: A sourcebook of new methods. In Qualitative data analysis: a sourcebook of new methods (p. 263).
Minahan, S., & Huddleston, P. (2013). Shopping with my mother: reminiscences of adult daughters. International Journal of Consumer Studies, 37(4), 373–378.
Noviyanty, E. (2020). MOTIF BELANJA MERCHANDISE K-POP. STIE PGRI Dewantara.
Petra, U. K. (1997). “Consumer behaviour can be defined as the behaviour that consumers display in searching for purchasing, using, evaluating, and disposing of products, and services they expect will satisfy their needs.” (1997:6). 7–31.
Pink, B. (2021). YLKI catat selama pandemi aktivitas belanja online meningkat hingga 30%. Nasional Kontan. https://nasional.kontan.co.id/news/ylki-catat-selama-pandemi-aktivitas-belanja-online-meningkat-hingga-30
Prasetyo, O. D. (2020). Motivasi Belanja Dan Wanita. STIE PGRI Dewantara.
Prihartanta, W. (2015). Teori-teori motivasi. Jurnal Adabiya, 1(83), 1–14.
Rahardjo, M. (2017). Studi Kasus Dalam Penelitian Kualitatif: Konsep Dan Prosedurnya.
Rahardjo, Mudjia. (2011). Metode pengumpulan data penelitian kualitatif.
Riska, R. (2017). Analisis Motivasi Belanja Konsumen Minimarket dan Warung Kelontong dalam Perspektif Islam (Studi di Kelurahan Bulurokeng Kota Makassar). Universitas Islam Negeri Alauddin Makassar.
Rofiah, C. (2021). QUALITATIVE METHODS: SIMPLE RESEARCH WITH TRIANGULATION THEORY DESIGN. Develop, 5(1), 18–28.
Rohman, F. (2010). Servicescape, Lingkungan Sosial, Suasana Hati Pengaruhnya terhadap Perilaku Berbelanja Hedonis. Jurnal Aplikasi Manajemen, 8(4), 1020–1030.
Schiffman, L. G., & Kanuk, L. L. (2008). Perilaku Konsumen (Judul Asli: Consumers Behavior), Edisi Ketujuh, PT Indeks. Jakarta.
Setiadi, N. J. (2003). Perilaku konsumen: Konsep dan implikasi untuk strategi dan penelitian pemasaran. Jakarta: Prenada Media, 125.
SIRCLO. (2020). Jumlah Pengguna E-Commerce Indonesia di Tahun 2020 Meningkat Pesat. https://www.sirclo.com/jumlah-pengguna-e-commerce-indonesia-di-tahun-2020-meningkat-pesat/.Jumlah
Sudrajat, A. (2008). Teori-teori Motivasi. Tersedia Juga Dalam Http://Akhmadsudrajat. Wordpress. Com/2008/02/06/Teori-Teori-Motivasi/[Diakses Di Bandung: 9 Oktober 2012].
Sugiyono, M. P. P., & Kuantitatif, P. (2009). Kualitatif, dan R&D, Bandung: Alfabeta. Cet. VII.
Suleman, D., Ali, H., Nusraningrum, D., & Ali, M. M. (2020). Pembeda Konsumen Dalam Memilih Tempat Belanja Offline Vs Online. Jurnal ECODEMICA, 4(2), 275–282.
Copyright (c) 2021 AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
