Information sources for purchasing clothes by the students of MMUGM Yogyakarta

ROSYID, Rido Mubayyin, Sari Winahjoe S, Dra., MBA

2009 | Tesis | S2 Magister Manajemen

Studi ini bertujuan untuk mempelajari mengenai sumber informasi terhadap pembelian pakaian perkuliahan (formal clothes) yang paling banyak digunakan oleh mahasiswa MM UGM Yogyakarta, dengan menggunakan konsep Interpersonal influences (normative dan Informative). Penelitian ini juga mempelajari apakah ada perbedaan terhadap penggunaan sumber informasi diantara mahasiswa dilihat dari sumber income,umur, dan gender. Pre-test dilakukan terhadap 50 mahasiswa MM UGM Yogyakarta, dengan menggunakan 30 item pertanyaan dari penelitian sebelumnya, dan semua pertanyaan dinyatakan valid dan reliable setelah dilakukan analisis factor. Kuesioner digunakan untuk mengumpulkan data menggunakan sample random sampling dari 156 respondent yaitu mahasiswa MM Yogyakarta dari angkatan 51 sampai 48. Hasil dari independent sample t-test menunjukan bahwa media normative dan family normative sebagai sumber informasi yang paling banyak disebutkan dan memiliki pengaruh kuat terhadap mahasiswa dalam hal pembelian pakaian perkuliahan.Chi-square test menunjukan bahwa sumber informasi tidak berbeda secara signifikan terhadap mahasiswa pria dan wanita, selain itu hasil Chi-square test menunjukan bahwa sumber informasi berbeda secara signifikan terhadap sumber income mahasiswa. Saran dari penelitian ini adalah untuk pre-purchase advertising formal clothes terhadap mahasiswa seharusnya lebih informative, sementara point-of sales promotions lebih normative.

This paper planned to examine which information sources are most frequently mentioned by MM UGM Yogyakarta students in purchasing clothing (formal clothes), by using Interpersonal influences concepts (normative and Informative). This paper also tests differences of information sources among MM UGM students with different income sources, age, and gender. Pre-test conducted to 50 MM students by using 30 items question from the previous research, and result of factor analysis and reliability test for all Items have valid and reliable. Data collected using questionnaire to 156 respondents from students of batch 48 to 51, with sample random sampling method. Independent sample t-test shows Media normative and family informative serve as the bigger interpersonal influences in the study. It implies that media and family as the information sources have the strongest influence to students of MM UGM in term of clothes purchasing preferences. The result from Chi-square test shows that information sources did not significantly differ between female and male students in purchasing clothing, these results also shows that Information sources significantly differ according to students main income sources. The suggestion in prepurchase advertising to young students should be more informative, whereas pointof-sale promotions should be more normative.

Kata Kunci : Sumber informasi,Formal clothes,Interpersonal influences (normative and informative),Media normative,Family normative,Information sources, formal clothes, Interpersonal influences (normative and Informative), media normative, family normative