Sistem Tujuan Konsumen Pada Tawaran Berhutang
ABSTRACT: Debt and no debt
behavior is the instrument to pursuit goals. Almost all of behavior is
goal-directed including debt and no debt behavior. The objective of this research
was to find goals of debt and no debt behavior and to know hierarchical
structure of these goals that organized on goal system. Laddering technique was used to explore goals
of consumer that receive and refuse debt. This technique used to find consumers
goals that organized hierarchically that consist of action goal, focal goal,
and super-ordinate goal. Open-ended questionnaire was developed based on laddering
technique questions. Demography form was added to explore demography data. One
hundred four respondents participated in this research. Participants are
teachers and staffs in elementary and middle school. Content analysis was
applied to all responds to analyze and categorize laddering data. From 104
respondents, there are 50 respondents receiving debt and 54 refusing debt.
Total goals of consumers that receive debt are 720 and 383 for respondents that
refuse debt. Result of content analysis show that action goals of consumers
receiving debt are to invest, for housing, for children, for education, for
appliance, secondary need, and to save. On the focal goals level, the most
goals mentioned were economic established, self quality, children competency,
having quality home, family harmony, improve life, prepared motive, and social
motive. On the highest level, super-ordinate goals of consumer receive debt
were dominated by productivity and efficiency, followed by happiness and spirituality.
While for consumer refusing debt, action goal was refuse debt. On the Focal goal
level, the frequently goal mentioned were being free of debt, hassle free,
prudence, repay debt first, and just enough. Finally, super-ordinate goals of
consumer refuse debt were dominated by comfortable life followed by happiness
and spirituality. There were three demography variable that can be
differentiated the choice receiving debt or refusing debt namely: age, job
status, and ever or never taking debt on ten last years.
KEYWORDS: consumer goal,
consumer receiving debt, consumer refusing debt, laddering
Kode Jurnal: jppiodd110024
