Analisis Hubungan Gaya Hidup Konsumen dengan Preferensi Atribut Toko Ritel

Oleh :
Marisa Amelia - xxx - Fak. Ekonomi dan Bisnis

Lifestyle  is an important ingredient influencing consumer behavior. Generally, we can define lifestyle as how  people spend their (activity), what they consider important about their surrounding (interest) and what they think about themselves and their surrounding (opinion). By understanding the consumer’s life style, marketer can develop a product and shopping facilities based on the consumers demand. A psychographic or lifestyle grouping  has emerged as a robust technique for identifying distinct market categories of consumers. This research aimed at identifying the differences within five clusters of lifestyle according to the perceived importance of retail attributes. Using survey method and accidental sampling method, this study was designed to identify the consumers lifestyle in shopping at store A and store B in Surakarta. Cluster Analysis and Multiple Analysis Of Variance (MANOVA) were employed to analyze the data. An activities, interest and opinions (AIO) questionnaire provided data to identify five group of consumers lifestyle. They were quite introvert, family oriented, young and secure, self reliant and active person. The result of a Multiple Analysis Of Variance (MANOVA) indicated a significant difference (p<.05) between groups when Considering Store/Personel Quality, Characteristic Store, and Service Attributes. Meanwhile, when considering discount/sales policies, the result found of no significant differences (p=.864)between them.


Keywords : Life Style, Atribute Of Retail Store