PENGARUH STATUS SOSIAL EKONOMI OANG TUA, KONTROL DIRI, DAN RESPON PADA IKLAN TERHDAP POLA PERILAKU KONSUMTIF MAHASISWA FAKULTAS EKONOMI, JURUSAN EKONOMI PEMBANGUNAN, UNIVERSITAS NEGERI MALANG

Luluk Mutrofin

Abstract


Advertisement becomes a trigger of consumptive behavior pattern, including students. As a consumer, students are influenced by various factors such as being easily persuaded by advertising, being unrealistic, and tending to be wasteful in spending their money. The socioeconomic status of parents also becomes a factor that can influence someone in conducting a consumptive activity, but not all people who have high income do excessive consumptive activity. While one of character. While one of characteristics of a consumer that can influence consumptive behavior pattern is self-control. Self-control is one’s ability to organize and direct behavior, emotions, and temptation in order to lead an individual to be better. This study aims to determine the influence of socioeconomic status of parents, self-control and response toward advertisement on students’ consumptive behavior patterns in Faculty of Economics, Department of Economic Development, State University Of Malang.

This study uses quantitative research design. The population of this study are 186 students of Faculty of Economics, Department of Economic Development, State University Of Malang, S1 Economic Education Program. The technique used in this study is proportional random sampling technique and obtained 127 respondents. The analysis method used is multiple linear regression analysis by using questionnaire.

The results of the study show that (1) there is no influence of parents’ socioeconomic status to consumptive behavior pattern of students of Faculty of Economics, Department of Economic Development, State University Of Malang. (2) There is influence of self-control to consumptive behavior pattern of students in Faculty of Economics, Department of Economic Development, State University Of Malang (3) There is influence of response on advertisement to consumptive behavior pattern of students in Faculty of Economics, Department of Economic Development, State University Of Malang.

 

DOI: https://dx.doi.org/10.17977/UM014v11i12018p056


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References


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