PENGAMBILAN KEPUTUSAN MEMBELI DALAM KELURGA DITINJAU DARI EMOSI DAN STATUS KERJA ISTRI

Ari Zahara,

2010 | Tesis |

Many of the products purchased in the market on behalf of the families of consumers. It is important for marketers to understand consumers' families, because the purchase decision making, among family members influence each other. Role structure in family purchase decision making describe the manner in which influence, across elements of the decision process, is distributed among family members of a decision making. The aim of research was to examine the influence of wife dominance in family purchase decision making in terms of emotion and work status of wife. The hypotheses in this research are, first, there is a difference of family purchase decision making between women hwo have positive emotion and negative emotion. Second, there is a difference of family purchase decision making between working wife and not working wife. The research subjects are wife (working and not working) who live in housing in the District Umbulharjo, City of Yogyakarta. The number of subjects are 50 working wives and 50 not working wife. The data collecting method which is used are the scale of purchase decision making and emotion scale. The data analysis is done by the analysis variance technique (anava). The result show that : 1) there are significant difference of family purchase decision making between women hwo have positive emotion and negative emotion are, indicated by the F= 12,790 (p

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