PERILAKU BERBELANJA IBU RUMAH TANGGA DI CENDANA SWALAYAN KELURAHAN LABUH BARU KECAMATAN PAYUNG SEKAKI KOTA PEKANBARU
Abstract: Market housewife is
a very lucrative market segment, mengingatukuran (market size) and growth
(market growth) were fantastic. It is often underestimated by marketers because
during the many who think that the mother is simply a mother whose job taking
care of her husband and children. Despite the fact that a mother is not only to
control the purchase of her children and her husband, but furthermore, it
triggers a domino effect, where the mother affects the purchase of other
families so that it can be said that the economic role of women is very large.
This is due to factors for the change of the demographic, economic, social, and
cultural in women that led to the dominance of women stronger in general. The research
aimed to determine the characteristics of a homemaker, housewife's behavior and
to determine the factors that influence the behavior apasajakah housewives who
shop at Sandalwood Spa Village District of New Labuh Umbrella Sekaki Pekanbaru.
The theory is used to answer the problem formulation in this study the
authors adopted the social exchange theory. The study design used is
descriptive integrates mixed method approach is a combination of quantitative
and qualitative research. Respondents were taken from a housewife shopping at
supermarkets sandalwood which already meet the characteristics strived to
achieve the target as many as 50 people and collecting data using
questionnaires and observation method.
The results showed that the characteristics of the housewives of the most
widely shopped at Sandalwood Spa Village District of New Labuh Umbrella Sekaki
Pekanbaru are housewives whose age was 31-40 years. Behavior housewife shopping
at Sandalwood Spa influenced the social exchange theory as seen from the
successful propositions, propositions stimulation, value propositions and
proposition rationality. The most dominant factor influencing the behavior of
housewives who shop at Sandalwood Spa Village District of New Labuh Umbrella
Sekaki Pekanbaru is the personal factor.
Penulis: Budi Kurniawan,
Achmad Hidir
Kode Jurnal: jpsosiologidd150399
