Life Events dan Perubahan Preferensi Merek

Widjayanti, Arifiani, Prof. Dr. Basu Swastha Dh., M.B.A.

2006 | Tesis | S2 Management

Penelitian ini bertujuan untuk mengetahui secara empiris hubungan yang terjadi antara life events dan perubahan preferensi merek, dengan mengikutsertakan variabel stress dan consumption-related lifestyles sebagai mediator. Subyek penelitian berjumlah 222 responden, baik pria maupun wanita, berusia 21 tahun ke atas, dan berdomisili di Daerah Istimewa Yogyakarta. Pengumpulan data dilakukan dengan metode survei, melalui pengisian daftar pertanyaan (kuesioner). Metode statistik yang digunakan adalah analisis regresi. Sedangkan untuk menguji peran mediasi dari beberapa variabel digunakan prosedur yang diajukan oleh Baron dan Kenny (1986). Hasil penelitian menunjukkan, dari tujuh belas hipotesis yang diajukan, empat hipotesis tidak didukung. Meski demikian, penelitian ini mengkonfirmasikan bahwa experienced life events berpengaruh secara positif dan signifikan pada perubahan preferensi merek. Pada bagian akhir dari penelitian ini, dikemukakan beberapa implikasi serta saran untuk penelitian penelitian selanjutnya. Kata-kata kunci: life events, perubahan preferensi merek, stress, consumption-related lifestyles

The objective of this research was to study empirically the relationship between life events and brand preference changes. Beside these two variables mentioned, stress and consumption-related lifestyles were added as mediators. The subjects of this research were 222 respondents. They were 21 years old, at least. Respondents selected were those who have been living in Special Province of Yogyakarta. Data collection was performed by survey, through questionare distribution. Regression analysis was used in this research. The role of mediators, stress and consumption-related lifestyles, was examined by Baron and Kenny procedure (1986). The research findings show that, four of seventeen hypotheses suggested in this research were not supported. Nevertheless, the present research has confirmed that experienced life events have positive and significant influencing on brand preference changes. In the final part of the present research, there are some implications and suggestions for the future researches. Key words: life events, brand preference changes, stress, consumption-related lifestyles

Kata Kunci : Life Events; Preferensi Merek; Promosi Produk