ANALYSIS OF MATERIALISM, FASHION CLOTHING, AND RECREATIONAL SHOPPER IDENTITY

Penelitian ini akan menguji pengaruh materialism terhadap fashion clothing dan recreational Shopper identity. Studi ini berupa survei, dengan jumlah sampel sebanyak 71responden. Terdiri atas 45 respoden pria dan 26 respomdem wanita; 56 responden berpenghasilan diatas 5 juta, 12 responden berpenghasilan di atas 3 juta, dan 3 responden berpenghasilan di atas 10 juta. Responden terdiri dari mahasiswa eksekutif Universitas Esa Unggul Jakarta. Usia responden antara 18 hingga 57 tahun. Pengambilan sampel berdasarkan purposive sampling yaitu responden yang menyukai fashion dan berpenghasilan antara 2 juta hingga >10 juta. Analisis yang digunakan dalam penelitian ini adalah regresi berganda dengan SPSS 17. Hasil penelitian menunjukkan bahwa materialism berpengaruh positif signifikan terhadap fashion clothing, materialism mempengaruhi konsumen recreational shopper identity. Implikasi manajerial denga diketahui bahwa rata-rata umur 31-50 dan memiliki penghasilan di atas 5 juta senang belanja di mal dan membeli baju fashion. Untuk itu mal menawarkan produk yang dibutuhkan konsumen lebih bervariatif agar konsumen yang memiliki kecenderungan materialism dan suka belanja fashion selalu datang ke mal dan diharapkan memiliki loyalitas kepada mal. Sedangkan untuk produsen pakaian fashion yang perlu perhatian adalah memperbanyak variasi produksi pakaian fashion sesuai dengan umur 31-50 tahun.


Alt. Description

This study examines the effect of materialism on fashion clothing and recreational shopper identity. This is done by a survey with the total sample of 71 respondents. It consists of 45 respondents male and 26 female; while 56 respondents earn more than 5 million, 12 respondents earn over 3 million, and 3 respondents earn above 10 million. These respondents are the executive students Esa Unggul University, Jakarta. The ages of the respondents are between 18 and 57 years. The sample was taken based on purposive samplin g of respondents who like fashion and earn for their living between 2 million to > 10 mil- lion. The analysis was done by using multiple regressions with SPSS 17. It shows tha t materialism significantly has positive effect on fashion clothing and materialism affects consumers� recreational sho pper identity. The managerial implication is that the average age of the respondents is 31-50 and they have an income above 5 million who love shopping in malls and buying fashion clothes. Therefore, the malls offer more varied products that consumers need so that the consumers who have a tendency of being materialismlike fashion shopping in the malls always come and they are expected to be loyal to going to the malls. The fashion manufacturer needs to pay to the strategy for multiplying the product variety of fashion in accordance suited with the age of 31-50 years.

1.  UEU-Article-8526-ER_JEBAV359-842.pdf - 207 KB