KONSEP DIRI INDEPENDEN DENGAN INTENSI MEMBELI SEPEDA FIXIE
DOI:
https://doi.org/10.22219/jipt.v1i1.1360Abstract
Saat ini sepeda fixie menjadi sebuah produk yang sedang tren terutama dikalangan para anak muda. Bagaimana seseorang memandang sebuah produk dan muncul intensi membeli berkaitan dengan konsep diri independen. Penelitian ini bertujuan untuk mengetahui hubungan konsep diri independen dengan intensi membeli sepeda fixie. Penelitian ini merupakan penelitian non eksperimen dengan pendekatan kuantitatif korelasional. Sampel dalam penelitian ini adalah 100 mahasiswa Universitas Muhammadiyah Malang yang diambil dengan teknik sampel insidental. Metode pengumpulan data yang digunakan adalah skala konsep diri independen dan intensi membeli. Metode analisa data menggunakan teknik Product Moment dari Karl Pearson. Hasil Penelitian menunjukkan bahwa ada hubungan negatif yang signifikan antara konsep diri independen dengan intensi membeli sepeda fixie (r = -0,536; p = 0,000) hal ini berarti bahwa apabila konsep diri independen yang dimiliki positif, maka intensi membeli
sepeda fixie rendah, sebaliknya konsep diri independen yang dimiliki negatif, maka intensi membeli sepeda fixie tinggi.
Kata kunci: Konsep Diri Independen, Intensi Membeli, Sepeda Fixie
In this time fixie bike become a product which still trend especially among young people. How someone look into a product and rise intention to buy is related to independent self concept. This research aimed to know correlation of independent self concept and intention to buy fixie bike. This research represents non-experiment research with quantitative approach of correlation. Sample in this reseach were 100 students at University of Muhammadiyah Malang.Sampling used incidental technique. Instruments to collect the data were scale of independent self concept and scale of intention to buy fixie bike . Method of data analyses using techniques of product moment from Karl Pearson. The result indicated there is negative correlation, which is significant between independent self concept with intention to buy fixie bike (r=-0,536; p=0,000). It means that independent self concept which owned is positive, hence intention to buy bicycle of fixie is low and vice versa.
Keywords: Independent Self Concept, Intention to Buy, Fixie Bike
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