HUBUNGAN MONEY ATTITUDE DAN COMPULSIVE BUYING PADA PERILAKU BERBELANJA MAHASISWA TERHADAP BARANG FASHION YANG TERGOLONG FASHION BRANDED DENGAN COGNITIVE DISSONANCE AFTER PURCHASE SEBAGAI VARIABEL MODERATOR
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Keywords:
Money Attitude, Compulsive Buying, Cognitive Dissonance After Purchase, Cognitive Dissonance, Cognitive Conssonance
Abstract
This study aims to see the role of cognitive dissonance after purchase as a moderator relationship between money attitude and compulsive buying on the behavior of the students shopping for fashion items classified as fashion branded. The result of this research is (1) money attitude is positively related to compulsive buying (r = 0.285; p-value = ≤ 0.05), these results explain that the personality determines the consumer's shopping behavior. The low correlation coefficient indicates that there are other factors that affect compulsive buying. (2) cognitive dissonance after purchase does not play a role model in the relationship between money attitude and compulsive buying, the result implies cognitive dissonance after Purchase fails to reinforce the relationship between money attitude and compulsive buying. It also shows that consumers who enter early adulthood are able to control their thinking and behavior after shopping
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George, B. P., & Yaoyuneyong, G. (2010). Impulse Buying and Cognitive Dissonance : A Study Conducted Among The Spring Break Student Shoppers. Young Consumers, 292-301.
KATADATA NEWS AND RESEARCH. (18 Desember 2015).Transaksi Belanja OnlineMelalui Situs e-commerce. Diperoleh 23 September 2017, http://katadata.co.id/telaah/2015/12/18/indonesia-pasar-e-commerce-terbesar-di-asean-dengan-banyak-kendala
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Kompas.com. (13 Oktober 2014). Ketika Orang Indonesia Lebih Senang Belanja Online. Diperoleh 23 September 2017, http://bisniskeuangan.kompas.com/read/2014/10/13/084300126/Ketika.Orang.Indonesia.Lebih.Senang.Belanja.Online
Mishra, J. K., Tatzel, M., Arun, B., & Abidi., N. (2014). Money Attitude as Predictors of Materialism and Compulsive Buying, and Gender Demographics, and Compulsive Buying, and Gender Demographics, in the 'new india'. International Jurnal Culture and Business Management, 301- 315.
Pandey, A. C., & Jamwal, M. (2016). Realizing the Impact of Cognitive Dissonance in Predicting. Journal of Social Sciences, 36-41.
Pentcost, R., & Andrews, L. (2010). Fashion Retailing and The Bottom Line : The Effect of Generation Chorots, Gender, Fashion Fanship, Attitude and Impulse Buying on Fashion expenditure. Journal of Retailing and Consumer Services, 43-52.
Phau, I., & Woo, C. (2008). Understanding Compulsive Buying Tendencies Among Young Australians : The roles of money attitude and credit card usage. Marketing Intelligence & Planning, 441- 458.
Power, T. L., & Jack, E. P. (2013). The Influence of Cognitive Dissonance on Retail Product Returns. Psychology & Marketing, 724-735.
Robert, J. A., & Jones, E. (2001). Money Attitude Credit Card Use and Compulsive Buying among American College Students. The Journal of Consumer Affairs, 213-240.
Sweeney, J. C., & Hausknecht, D. (2000). Cognitive Dissonance after Purchase : A Multidimensional Scale. Psychology & Marketing, 369-385.
Tempo.co. (18 Januari 2017) 5 Prediksi Tren E-Commerce Indonesia di Tahun 2017. Diperoleh 23 September 2017, https://indonesiana.tempo.co/read/107008/2017/01/18/andrew.prasatya/5- prediksi-tren-e-commerce-indonesia-di-tahun-2017
Yamauchi, K. T., & Templer, D. J. (1982). The Development of a Money Attitude Scale. Journal of Personality Assessment, 522-528.
Published
2018-03-01
Section
Bidang Psikologi (IN)
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