KONSEP DIRI, GAYA HIDUP, STRATEGI PEMASARAN, DAN PEMBELIAN IMPULSIF ANTARGENERASI

  • Dinta Windyaning Pramesty IPB University
  • Megawati Simanjuntak IPB University
Keywords: baby boomer generation, factor analysis, SEM-PLS, X generation, Y generation

Abstract

Impulsive buying is an act of buying that was not previously recognized consciously. This study aimed to analyze the influence of self-concept, lifestyle, and marketing strategies on impulsive buying behavior in the Baby Boomer generation, X generation, and Y generation. This study used a cross sectional study design with direct interviews using questionnaires in DKI Jakarta Province. Ninety housewives were selected using the quota sampling method. Data analysis using one way anova and SEM-PLS. The results showed that the respondents' self-concept tended to be negative. Lifestyle of social orientation, family and productive orientation, and productive orientation dominate the baby boomer generation. In X generation, family and productive orientation, productive orientation, and social orientation dominate this generation. In Y generation, family orientation dominates the lifestyle orientation of this generation. The marketing strategy is in the medium category. Almost all respondents were classified as low on impulsive buying. It menas that three generations tend to shop by plan and not spontaneous in making buying decision. This research also found that there isi no significant differences in self-concept, lifestyle, marketing strategy, and impulsive buying between the three generations. Lifestyle significantly influence impulsive buying in all generations, the baby boomer generation, and X generation, except Y generation. Other variables in this study have no significant effect on impulsive buying.

Author Biographies

Dinta Windyaning Pramesty, IPB University

Departemen Ilmu Keluarga dan Konsumen, Fakultas Ekologi Manusia, Terakreditasi A

Megawati Simanjuntak, IPB University

Departemen Ilmu Keluarga dan Konsumen, Fakultas Ekologi Manusia, Terakreditasi A

References

Aghdaie, S. F. A., & Khatami, F. (2014). Investigating the role of self confidence and self-image proportion in consumer behavior. International Journal of Marketing Studies. 6(4),133-144. doi:10.5539/ijms.v6n4p133.

Apriyandani, H., Yulianto, E., & Sunarti. (2017). Pengaruh gaya hidup dan kelompok referensi terhadap keputusan pembelian. Jurnal Administrasi Bisnis. 50(2), 180-189. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1992/2384.

Arthur, K.A., Asmara, A., & Simanjuntak, M. (2019). The Effect Of Marketing Mix On “KPR XTRA Bebas” Decision Making in Bank X Regional I. 2019. Journal of Consumer Sciences. 4(1), 1-12, http://dx.doi.org/10.29244/jcs.4.1.1-12.

Banerjee, S., & Saha, S. (2012). Impulse Buying Behaviour in Retail Stores–Triggering The Senses. Asia Pacific Journal of Marketing & Management Review. 1(2), 1-21. http://indianresearchjournals.com/pdf/APJMMR/2012/October/1.pdf.

Cates, S. V. (2014). The young and the restless: Why don’t millennials join unions? International Journal of Business and Public Administration, 11(2), 107- 119.

Christie, B. (2017). One Word for Baby Boomers: Luxury, https://www.belardiwong.com/blog/2017/8/15/one-word-for-baby-Boomers-luxury, 10 Mei 2019.

Coley, A. & Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management, 7(3), 282-295. https://doi.org/10.1108/13612020310484834.

Costanza, D. P., Badger, J. M., Fraser, R. L., Severt, J. B., & Gade, P. A. (2012). Generational differences in work-related attitudes: A meta-analysis. Journal of Business and Psychology, 27(4), 375-394 DOI: http://dx.doi.org/10,1007/s10869-012-9259-4.

Daud, D. (2013). Promosi dan kualitas layanan pengaruhnya terhadap keputusan konsumen menggunakan jasa pembiayaan pada PT. Bess Finance Manado. Jurnal EMBA. 1(4), 51-59. https://ejournal.unsrat.ac.id/index.php/emba/article/view/2563/2095.

Dimitriou, C. K., & Blum, S. C. (2015). An exploratory study of Greek millennials in the hotel industry: How do they compare to other generations. International Journal of Global Business, 8, 62-92. https://www.coursehero.com/file/36439110/An-exploratory-study-of-greek-milennialspdf/.

Evelina, N., Handoyo, D. W., & Listyorini, S. (2012). Pengaruh citra merek, kualitas produk, harga, dan promosi terhadap keputusan pembelian kartu perdana Telkomflexi. Diponegoro Journal of Social and Politic, 1-11. https://media.neliti.com/media/publications/98422-ID-pengaruh-citra-merek-kualitas-produk-har.pdf.

Gilbert, J. (2011). The Millennials: A new generation of employees, a new set of engagement policies, https://iveybusinessjournal.com/publication/the-millennials-a-new-generation-of-employees-a-new-set-of-engagement-policies/.

Hartatin, D., & Simanjuntak, M. (2016). The Effect of Value and Reference Group on Young Consumer’s Hedonic Buying. Journal of Consumer Sciences, 1(1), 33-46. https://doi.org/10.29244/jcs.1.1.33-46

Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer Behavior: Building Marketing Strategy,11th edition. McGraw-Hill: Irwin.

Koski, N. (2004). Impulse Buying on the Internet : encouraging and Discouraging Factors. Frontier of E-business Research.

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran, Jilid 1. Jakarta(ID): Erlangga.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta(ID): Erlangga.

Laksana, K. N. (2014). Gaya hidup, kelas sosial dan keputusan pembelian produk sepatu impor pada kalangan mahasiswa (studi pada mahasiswa dan mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Brawijaya Malang). Jurnal Ilmiah Mahasiswa Fakultas Ekonomi dan Bisnis, 2(2), 1-15. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/1146/1055.

Mowen, C. J., & Minor, M. (2002). Perilaku Konsumen. Jakarta(ID): Erlangga.

Natalie, P., & Mulyana, M. (2014). Pengaruh periklanan dan promosi penjualan terhadap keputusan pembelian. Jurnal Ilmiah Manajemen Kesatuan, 2(2), 119-128. https://adoc.tips/pengaruh-periklanan-dan-promosi-penjualan-terhadap-keputusanfd710269a94c448e02c0b1f57612d83576888.html.

Pagalea, A., & Uta, D.S.V. (2012). Romanian consumer lifestyle and attitude towards bio products Purchase. Elsevier Procedia - Social and Behavioral Sciences. 62:1308 – 1312. https://doi.org/10.1016/j.sbspro.2012.09.224.

Park, J., & Lennon, J. S. (2006). Psychologicaland environmental antecedents of impulse buying tendency in the multichannel shopping context. Journal of Consumer Marketing, 23(2), 58–68.56-66. https://doi.org/10.1108/07363760610654998.

Pebriani, W. V., Sumarwan, U., & Simanjuntak, M. (2018). The Effect of Lifestyle, Perception, Satisfaction, and Preference on The Online Re-purchase Intention. Independent Journal of Management & Production, 9(2), 545-561, http://dx.doi.org/10.14807/ijmp.v9i2.690.

Petra, K. K. (2016). Generation Y attitudes towards shopping: a comparison of the Czech Republic and Slovakia. Journal of Competitiveness, 8(1), 38-54. DOI: 10.7441/joc.2016.01.03.

Rahayu, S., Zuhriyah, & Bonita, S. (2015). Pengaruh gaya hidup dan persepsi mahasiswa terhadap keputusan pembelian secara online di kota Palembang. Jurnal Manajemen dan Bisnis Sriwijaya, 13(3), 283-299. DOI: https://doi.org/10.29259/jmbs.v13i3.3374.

Ramadhan, A. F., & SImanjuntak, M. (2018). Perilaku Pembelian Hedonis Generasi Z: Promosi Pemasaran, Kelompok Acuan, dan Konsep Diri. Jurnal Ilmu Keluarga Dan Konsumen. 11(3), 243-254. https://doi.org/10.24156/jikk.2018.11.3.243.

Roebuck, D. B., Smith, D. N., & Haddaoui, T. E. (2013). Cross-generational perspectives on work-life balance and its impact on women’s opportunities for leadership in the workplace. Advancing Women in Leadership, 33, 52- 62. DOI: https://doi.org/10,18738/awl.v33i0,96.

Sahir, S. H., Ramadhani, A., & Tarigan, E. D. S. (2016). Pengaruh gaya hidup, label halal dan harga terhadap keputusan pembelian kosmetik wardah pada mahasiswa program studi manajemen Fakultas Ekonomi Universitas Medan Area Medan. Jurnal Konsep Bisnis dan Manajemen. 3(1), 1-59. DOI: http://dx.doi.org/10,31289/jkbm.v3i1,237.

Saiidi, U. (2015). Social media making millennials less social: Study, https://www.cnbc.com/2015/10/15/social-media-making-millennials-less-social-study.html.

Santi, E. (2014). Pengaruh harga dan promosi penjualan terhadap keputusan pembelian konsumen pada CV Jaya Herbal cabang Padang. Jurnal Manajemen dan Kewirausahaan. 5(1), 60-80. https://ojs.unitas-pdg.ac.id/index.php/manajemen/article/view/183.

Simanjuntak, M. (2019). Generation Y’s Complaint Behavior toward Online Shopping. Independent Journal of Management & Production, 10(16), 101-116 http://dx.doi.org/10.14807/ijmp.v10i1.839

Simanjuntak, M., & Musyifah, I. (2016). Online Shopping Behavior on Generation Y in Indonesia. Megawati Simanjuntak, Iffahsari Musyifah. Global Business Finance Review, 21(1), 33-45.

Simanjuntak, M., & Yuliati, L. N. (2018). Alat Ukur Penelitian di Bidang Konsumen (Pengaruh Psikologi/Personal). Bogor(ID): Departemen Ilmu Keluarga dan Konsumen, Fakultas Ekologi Manusia, Institut Pertanian Bogor.

Simanjuntak, M., Nur, H. R., Sartono, B., & Sabri, M. F. (2020). A general structural equation model of the emotions and repurchase intention in modern retail. Management Science Letters, 10(4), 801-814. DOI: 10.5267/j.msl.2019.10.017

Solomon, M. R. (2007). Consumer Behavior: Buying, Having, and Being. New Jersey, Upper Saddle River: Pearson Education, Inc.

Suminar, E., & Meiyuntari, T. (2015). Konsep Diri, Konformitas dan perilaku konsumtif pada remaja. Jurnal Psikologi Indonesia. 4(2), 145-152. DOI: https://doi.org/10.30996/persona.v4i02.556.

Sunaryo. (2002). Psikologi untuk keperawatan. Jakarta(ID): Penerbit Buku Kedokteran EGC.

Supranto, J., & Limakrisna, N. (2011). Perilaku Konsumen dan Strategi Pemasaran untuk Memenangkan Persaingan Bisnis. Jakarta: Mitra Wacana Media.

Twenge, J. M., Campbell, S. M. (2013). Generational differences in psychological traits and their impact on the workplace. Journal of Managerial Psychology, 23(3), 862-877. DOI: https://doi.org/10.1108/02683940810904367.

Wijaya, D. N., Sunarti, Pangestuti, E. (2018). Motivasi terhadap keputusan pembelian (survei pada konsumen Starbucks, Kota Malang). Jurnal Administrasi Bisnis, 55(2), 75-83. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2272/2674.

Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 1-17. https://www.aabri.com/manuscripts/10575.pdf.

Yistiani, Manik, N. N., Yasa, N. N. K., & Suasana. (2012). Pengaruh atmosfer gerai dan pelayanan ritel terhadap nilai hedonik dan pembelian impulsif pelanggan Matahari Department Store Duta Plaza Di Denpasar. Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, 6(2), 139-147. https://ojs.unud.ac.id/index.php/jmbk/article/view/2200.

Youngblood, K. (2018). New Reasons Why Wine Marketers Should Pay Attention to Generation X, https://www.winebusiness.com/news/ ?go=getArticle&dataid=196937.

Zoel. (2012). Maybe yes maybe no, https://marketing.co.id/maybe-yes-maybe-no.

Published
2020-02-06
How to Cite
Pramesty, D. W., & Simanjuntak, M. (2020). KONSEP DIRI, GAYA HIDUP, STRATEGI PEMASARAN, DAN PEMBELIAN IMPULSIF ANTARGENERASI . Jurnal Ilmu Keluarga & Konsumen, 13(1), 87-98. https://doi.org/10.24156/jikk.2020.13.1.87