Pengaruh family structure terhadap materialisme dan pembelian kompulsif pada remaja

UTAMI, Ristianawati Dwi, Dr. BM. Purwanto, MBA

2008 | Tesis | S2 Manajemen

Akhir-akhir ini telah terdapat perubahan struktur keluarga yang cepat dan dramatis di kalangan masyarakat seperti tingginya angka perceraian, banyaknya orang tua tunggal, dll. Fenomena ini tentunya cukup menarik untuk dipelajari, akan tetapi sampai saat ini masih sedikit penelitian yang menginvestigasi implikasi perubahan struktur keluarga tersebut terhadap perilaku konsumen. Oleh karena itu penelitian ini mencoba menginvestigasi lebih lanjut implikasi perubahan struktur keluarga khususnya yang diakibatkan oleh perceraian terhadap perilaku konsumen. Perilaku konsumen dikaitkan dengan dua constructs yang erat hubungannya dengan disrupted family structure yaitu materialisme dan pembelian kompulsif. Tujuan pertama dalam penelitian ini untuk mengetahui apakah terdapat perbedaan sikap materialisme dan pembelian kompulsif antara remaja yang berasal dari intact family dengan disrupted family. Kedua, bertujuan untuk mengukur pengaruh family resources dan family stressors terhadap materialisme dan pembelian kompulsif pada remaja. Dan ketiga, bertujuan untuk mengukur pengaruh family structure terhadap family resources dan family stressors apabila dimoderasi oleh status sosial ekonomi. Sample penelitian ini ialah remaja berusia 11-16 tahun berasal dari kota Yogyakarta. Jumlah sampel dalam penelitian ini terdiri atas 97 remaja yang berasal dari intact family dan 38 remaja yang berasal dari disrupted family. Hasil penelitian menunjukkan bahwa terdapat perbedaan sikap materialisme dan pembelian kompulsif antara remaja yang berasal dari intact family dengan disrupted family. Remaja yang berasal dari disrupted family cenderung lebih materialistis dan kompulsif dibandingkan remaja yang berasal dari intact family. Penelitian ini juga menemukan bahwa family resources dan family stressors terbukti berpengaruh terhadap materialisme dan pembelian kompulsif pada remaja. Pengaruh family structure pada family resources dimoderasi oleh status sosial ekonomi. Sedangkan pengaruh family structure pada family stressors. Tidak dimoderasi oleh status sosial ekonomi.

Recently there have been changes in family structure that is fast and dramatic in the community such as the high divorce figures, the number of single parents, etc. This phenomenon is certainly interesting enough to learn, but till now still a few research that investigate the implications of changes in family structure to consumer behavior. Therefore, this research attempts investigate further the implications of changes in family structure, especially that caused by divorce, to consumer behavior. Consumer behavior related to two constructs which tightly relationship with disrupted family structure that is materialism and compulsive buying. The first goal in this research to know whether there are differences of materialism and compulsive buying between adolescent from intact family and disrupted family. Second, aim to measure the influence of family resources and family stressors towards materialism and compulsive buying in adolescents. And third, aims to measure the influence of family structure to family resources and family stressors when moderated by socio-economic status. Sample of this research is adolescent aged 11-16 years are from the city of Yogyakarta. The number of samples in this research consists of 97 adolescent who come from intact family and 38 adolescent who come from disrupted family Results of research shows that there is a difference in materialism and compulsive buying between adolescent who come from intact family with disrupted family. Adolescent who come from disrupted family tend to be materialistic and kompulsif than adolescent who come from intact family. This study also found that family resources and family stressors effect materialism and compulsive buying on adolescents. The influence of family structure on family resources is moderated by socio-economic status. While, the influence of family structure on family stressors is not moderated by status social economic.

Kata Kunci : Struktur keluarga,Materialisme,Pembelian kompulsif,Family resources,Family stressor,Remaja,Perceraian, family structure, materialism, compulsive buying, family resources, family stressors, adolescent, divorce.