Perbedaan Perilaku Konsumen Ditinjau Dari Status Ekonomi Pada Mahasiswa Universitas Medan Area

Abstract

Basically this study aims to determine the '' Differences Consumer Behavior Viewed From Economic Status In University Students Field Area ''. It is assumed that the higher the economic status the higher the consumer behavior, the lower the economic status the lower the consumer behavior on the students. Data collection method used in this research is scale method. Scale compiled Kotler (2003) said that the aspects contained in consumer behavior: Aspect Aesthetics, Aspects of self-expression value, and aspects of brand personality. Based on the calculation of the analysis of variance 1 lane, it is known that the hypothesis accepted and there are differences in consumer behavior in terms of ekonimi status. This result is known by looking at the value or coefficient of difference of F = 1157.128 with p = 0.000, <0,010. The results of this study sejlan with Kotler (2003) theory, factors that affect consumer behavior are as follows: Cultural Factors, and Social Factors. Based on the comparison of the two mean (hypothetical mean and empirical mean) it is generally known that the subjects of this study have low consumer behavior with the result of the 73.30 empirical mean and the hypothetical mean 80,00, the consumer behavior on the low economic status is high with the empirical mean value 94.90 and the hypothetical mean is 80.00, and the consumer behavior of upper socioeconomic status is low with the empirical mean of 51.70 and the hypothetical mean is 80.00