ANALISIS GAYA HIDUP KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PELURUSAN RAMBUT (REBONDING)(Study pada mahasiswa Universitas Muhammadiyah Malang kampus III)

Kristiningrum, Maria (2007) ANALISIS GAYA HIDUP KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PELURUSAN RAMBUT (REBONDING)(Study pada mahasiswa Universitas Muhammadiyah Malang kampus III). Other thesis, University of Muhammadiyah Malang.

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Abstract

Keywords: Lifestyle, Straighten Hair This study examines the lifestyle of consumers in the decision of the hair straightening Faculty of Economics, University of Muhammadiyah Malang, viewed from the Activity (Activities), Interest (Interest), Opinion (Opinion), by lifting the title "Analysis of consumer lifestyles in hair straightening decision" (Study on Student University of Malang Campus III). Formulation of the problem in this research is that consumers with what lifestyle decisions hair straightening at Muhammadiyah University of Malang Campus III, Views of Activities, Interests, and Darin Opininya.Tujuan this study was to determine the lifestyle of consumers in the decision of the hair straightening at the University of Muhammadiyah Malang , judging from the activity with 9 indicators, interest with 9 indicators, pedapat with 9 indicators. This study uses cluster analysis with three stages. The first stage is to classify 27 variables to determine the valid and realibelnya using factor analysis with the level of validity realibel above 0.30 and 0.60. Then proceed with cluster analysis. In the second stage of the calculation of group preference, from the cluster was formed six clusters that included the type of consumer lifestyle. Phase three is the grouping of respondents based on the similarity of the answers through the process step by step the results of which cluster I, which as many as 36 people (26%) of 135 respondents, cluster 2 consists of 23 people (17%) of 135 respondents, cluster 3 as much as 22orang (16 %) of 135 respondents, cluster 4 as many as 29 people (I23%) of 135 respondents, cluster 5 comprised 24 (18%) of 135 respondents and cluster 6 consists of 1 person (0%) of 135 respondents. From these results we can see the cluster I and cluster 4 which is dominant, for cluster 1 is the type of rah-rah and cluster 4 is the type of hedonist. From that group they are known to have received information from electronic media, like the crowds, happy with new products and shopping. Based on the above conclusions, the author can implement that for product promotion Rebonding more likely on the type of lifestyle rah-rah and hedonist. For the promotion of this product Rebonding entertainment places such crowds in the mall and the woman is the biggest consumer.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Zainul Afandi
Date Deposited: 19 Jun 2012 02:30
Last Modified: 19 Jun 2012 02:30
URI: http://eprints.umm.ac.id/id/eprint/8420

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