Pengaruh jenis kelamin dan perbedaan usia terhadap product, purchase decision, consumption, dan advertising involvement dalam industri fashion di Surabaya

Soesetio, Astrid Herawaty (2010) Pengaruh jenis kelamin dan perbedaan usia terhadap product, purchase decision, consumption, dan advertising involvement dalam industri fashion di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Fashion industry is a one of growth industry in Surabaya. There so many new comers in thin industry. This makes a new challenge for marketers. They should know and more understand what makes people buy fashion product. Involvement can involve someone to do something. There are few characteristic and factor which can differentiate one consumer to another consumer. In fashion industry, this characteristic can be mention from product involvement, purchase decision involvement, consumption involvement, and advertising involvement . Someone's involvement can be shown from research with that four variables. The purpose of this research is to know is there any significance between gender and age to product involvement, purchase decision involvement, consumption involvement, and advertising involvement in fashion industry in Surabaya. Researcher use survey method and questioner is given to all people who buy fashion product at least once a month. Sample for this research are 106 person and used MANOVA. This research shown that there is significances between gender and age to product involvement, purchase decision involvement, consumption involvement, and advertising involvement in fashion industry in Surabaya. Woman and young consumer have more involvement than Men and old consumer. This research support the previous research.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Product, purchase decision, consumption, advertising involvement.
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:29
Last Modified: 26 Jun 2015 08:29
URI: http://repository.wima.ac.id/id/eprint/2862

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