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All Journal Binus Business Review JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Develop Comvice : Journal of community service JMD: Jurnal Riset Manajemen & Bisnis Dewantara Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi Jurnal Ilmu Manajemen dan akuntansi Terapan (JIMAT) J-ADIMAS (Jurnal Pengabdian kepada Masyarakat) Jurnal Karya Abdi BIP'S : Jurnal Bisnis Perspektif Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)
Nuri Purwanto
STIE PGRI Dewantara Jombang
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Journal : Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi

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Wanita Dan Belanja : Aspek Motivasi Dilihat Dari Sudut Pandang Perilaku Konsumen Nuri Purwanto
AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi Vol 13 No 2 (2021): Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi
Publisher : Universitas Islam Balitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35457/akuntabilitas.v14i2.1812

Abstract

This study aims to find and explain the underlying motives of women, especially mothers of Generation Y in shopping activities. The method used in this research is qualitative with a case study approach. The informants of this study were 2 women aged 26 to 41 years (1980-1995). Data collection techniques with in-depth interviews, observation and documentation. Data analysis used the Miles and Huberman model and tested by source triangulation and theoretical triangulation. The results showed that consumers' shopping motives, especially Generation Y mothers, had different shopping motives. There are several shopping motives, namely utilitarian shopping motives, hedonic shopping motives, product shopping motives, time shopping motives, place shopping motives and mood shopping motives. In this study it was also found that the dominant factor for mothers in shopping activities aimed at satisfying the emotional aspect. The findings of this study are the desire and the streets in shopping activities.
Co-Authors Chusnul Rofiah Chusnul Rofiah Henny Sulistiyowati Kristin Juwita Langgeng Prayitno Utomo Novita Mardiani Rita Mutiarni Shintia Fitri Febriani