The Big Five Personality dengan Minat Beli Gamis pada Mahasiswi yang dimoderatori oleh Persepsi terhadap Kualitas Produk

Arga  Prasetiya; Ratri Kurnia  Ihsani; M. Luhung  Pribadi

doi:10.35134/jpsy165.v13i1.67

Authors

Arga Prasetiya Pascasarjana Magister Profesi Psikologi Universitas Ahmad Dahlan
Ratri Kurnia Ihsani Pascasarjana Magister Profesi Psikologi Universitas Ahmad Dahlan
M. Luhung Pribadi

DOI:

https://doi.org/10.35134/jpsy165.v13i1.67

Keywords:

big five personality, perception of product quality, buying interest

Abstract

This study aims to find out the relationship between the big five personality with the buying interest of the robe, which moderated by the perception of the product quality at Ahmad Dahlan University Yogyakarta students. A total of 65 students from Ahmad Dahlan University in Yogyakarta from various faculties and any major. The data collection of the research sample was carried out by a cluster sampling technique. This research using the big five personality inventory (BFI), the scale of perception of product quality, and the scale of buying interest. Research data analysis was performed by analysis using path analysis techniques. The results showed a negative relationship between the big five personality and buying interest which was moderated by the perception of the product at Ahmad Dahlan University Yogyakarta students. The path of analysis coefficient shows the total impact of p = -0.10. The total impact is smaller than the direct impact of the big five personality with buying interest which shows the path analysis coefficient of p = 0.07. These results indicate that the perception of product quality as a moderator variable has a negative impact on the relationship between the big five personality and buying interest. Based on the results of the study, the hypothesis proposed in the study was rejected.

References

Aaker, David. (1997). Manajemen ekuitas merek. Jakarta: Spektrum.

Alwisol. (2012). Psikologi kepribadian. Malang: UMM Press.

Assael, H. (2008). Consumer behavior and marketing action 6th edition. New York: International Thomson Publishing.

Amstrong & Kotler, P. (2003). Manajemen Pemasaran, Edisi Kesembilan. Jakarta : PT. Indeks Gramedia

Chaplin, J. P. (2014). Kamus Lengkap Psikologi. Jakarta: PT. Raja Grafindo

(6] Durianto, Darmadi, Sugiarto, dan Sitinjak, T. (2001). Strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek.Jakarta: Gramedia Pustaka Utama.

Feist, J., & Gregory J. Feist. 2006. Theories of Personality Sixth Edition. United States: McGraw-Hill Companies. Inc.

Feist, J., & Feist, G.J. (2008). Theories of personality 7th edition. New York: McGraw Hill.

Gibson, James L., John M. Ivancevich, James H. Donnelly, Jr., and Robert Konopaske. (2012). Organizations: Behavior, Structure, Processes, Fourteenth Edition. New York: McGraw-Hill.

John, O.P., & Srivastava. (1999). The big five trait taxonomy: History, measurement, and theoretical perspectives. In L. A. Pervin & O. P. John (Eds.), Handbook of personality: Theory and research. New York: Guilford Press.

Kolter, P., & Amstrong, G. (2008). Prinsip-prinsip Pemasaran. Edisi 12 Jilid 1. Jakarta: Erlangga. [12] Kotler, P., & Keller, K.L. (2007). Manajemen pemasaran edisi 12 jilid II. Jakarta: PT. Indeks.

Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran, Edisi 12. Jakarta : Erlangga

Lucas, D. B., & Britt, S. H. (2012). Measuring advertising effectiveness. New York: McGraw-Hill.

Mowen. (1995). Perilaku Konsumen. Jakarta : Pustaka Ilmu

Schiffman, L. G., &Kanuk, L.L. (2010). Consumer behavior 7th edition. New Jersey: Prentice-Hall. [17] Suyono, H., Aulia & Tamtama, F. (2015). Leadership of Indonesian Defence Forces. Laporan penelitian kerjasama kelembagaan (PKK). Yogyakarta: Fakultas Psikologi Universitas Ahmad Dahlan. [18] Tempo. (2013). 2015, Indonesia Jadi Trend Setter Fashion Muslim. https://gaya.tempo.co/read/459407/2015-indonesia-jadi-trendsetter-fashion-muslim. Diakses 5 November 2016