Pengaruh antendences variable terhadap baby boomer maven di Jakarta

Ratnawati, Ratnawati (2018) Pengaruh antendences variable terhadap baby boomer maven di Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

The study aimed to test the impact of list of values, material values, attention to social comparison information, public self-consciousness and self-esteem towards boomer mavenism. Also test the impact of boomer mavenism towards new brand tryer, media consumption, internet use, consumer attitudes towards marketing and advertising, and price-consciousness. This research supported by data of 92 baby boomers respondent. By using SPSS and SmartPLS application version 3.0 as a method to support Levene Test and Structural Equation Model – Partial Least Square (SEM-PLS). The findings of this result showing that public selfconsciousness as major indicator which influence baby boomers to become market maven. Boomer mavenism is strongly related to consumer attitudes towards marketing and advertising. Besides, another variables showing a slighty difference result are explained in this research. / Penelitian ini bertujuan untuk mengetahui pengaruh list of values, material values, attention to social comparison information, public self-consciousness dan selfesteem terhadap perilaku boomer maven. Juga melihat bagaimana pengaruh perilaku boomer maven terhadap new brand tryer, media consumption, internet use, consumer attitudes towards marketing and advertising, dan priceconsciousness. Peneliti menggunakan 92 responden kelompok baby boomer dengan metode penelitian Levene Test menggunakan bantuan aplikasi SPSS dan Structural Equation Model – Partial Least Square (SEM-PLS) menggunakan bantuan aplikasi SmartPLS versi 3.0. Hasil dari penelitian ini menunjukkan bahwa, public self-consciousness merupakan faktor terkuat yang mempengaruhi kelompok baby boomer untuk menjadi market maven. Perilaku boomer maven berpengaruh kuat terhadap consumer attitudes towards marketing and advertising. Sementara itu beberapa variabel lain memberikan hasil yang berbeda dan akan dijelaskan di penelitian ini.

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