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ANALISIS PERBEDAAN GAYA PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN LAKI-LAKI DAN PEREMPUAN AKAN PRODUK SUPLEMEN MAKANAN DI KOTA MALANG

Liem Gai Sin

Abstract


Penelitian ini bertujuan untuk mengetahui perbedaan gaya pengambilan keputusan pembelian konsumen laki-laki dan perempuan akan produk suplemen makanan di Kota Malang. Gaya pengambilan keputusan pembelian ditinjau dari 8 komponen Consumer Styles Index (CSI) yang ditemukan oleh Sproles dan Kendall (1086) yaitu Quality Conscious, Brand Conscious, Novelty Fashion Conscious, Recreation Conscious, Price Conscious, Impulsive/Careless, Confused by Overchoice, Brand Loyalty/Habitual. Populasi dari peneliian ini adalah konsumen suplemen makanan di Kota Malanag. Total sampel penelitian ini berjumlah 250 responden yang dipilih dengan menggunakan metode kuota sampling. Teknik analisis data dan pengujian hipotesis yang digunakan dalam penelitian ini adalah Uji Mann Whitney U. Penelitian ini menemukan beberapa gaya keputusan pembelian konsumen yang sama dan berbeda pada laki-laki dan perempuan. Pada laki-laki ditemukan gaya Quality Conscious/Perfectionism Brand Conscious Confused by Overchoice Brand Loyalty/Habitual Time-energi conserving. Pada perempuan ditemukan gaya Quality Conscious/Perfectionism Novelty Fashion Conscious Recreation Conscious.


Keywords


Perbedaan Gaya Pengambilan Keputusan Konsumen, Laki-laki dan Perempuan, Suplemen Makanan, Consumer Styles Index

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DOI: 10.30595/medek.v19i02.7271

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ISSN: 2579-4418