TRI UTAMI NURHASANAH, . (2017) HUBUNGAN ANTARA SIFAT KEPRIBADIAN EKSTROVERSI DENGAN PERILAKU MEMBELI BUSANA BRANDED PADA WANITA KARIR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Meningkatnya jumlah wanita karir di Jakarta dipengaruhi oleh beberapa faktor yaitu peningkatan taraf pendidikan. Peningkatan jumlah wanita karir ini berpengaruh pada tingginya konsumtifitas terhadap fashion, terutama busana branded. Salah satu faktor yang mempengaruhi kebutuhan akan busana branded bagi wanita karir adalah sifat kepribadian. Wanita karir yang memiliki sifat kepribadian ektroversi cenderung lebih mementingkan penampilan untuk dapat diterima di lingkungan sosialnya. Oleh karena itu, tujuan penelitian ini adalah untuk mengetahui hubungan antara sifat kepribadian ekstroversi dengan perilaku membeli busana branded pada wanita karir. Penelitian ini menggunakan tipe penelitian kuantitatif dengan metode survey dan pendekatan asosiatif, serta teknik pengumpulan data sampling aksidental. Jumlah responden sebanyak 100 orang wanita karir yang bekerja di Jakarta. Pengumpulan data menggunakan instrumen berupa kuesioner dengan skala likert dan hasil wawancara dari beberapa responden. Data hasil penelitian dianalisis dengan menggunakan metode statistik untuk melihat apakah terdapat hubungan antara kepribadian ekstroversi dengan perilaku membeli busana branded. Berdasarkan hasil pengolahan data menunjukkan bahwa nilai korelasi R = 0,507 dan nilai koefisien determinasi R2 = 0,270 serta nilai uji t= 6,018 yang memiliki arti bahwa terdapat hubungan yang sinifikan dan positif sebesar 27% antara kepribadian ekstroversi dengan perilaku membeli busana branded. Sehingga semakin tinggi kepribadian ekstroversi yang dimiliki, semakin besar perilaku membeli busana branded yang dilakukan. The growth of professional female worker in Jakarta is affected by many factors such as improvement of educational quality, financial needs, selfactualization, and many more. This event lead to improvement of living standard. Therefore it is has an impact on fashion’s consumptive behavior, especially in buying branded clothes. One factor that drive this behavior is personality traits. The female worker who has an extrovert personality has concerned about her appearance in order to be accepted in their social life. Therefore the purpose of this study is to determine the relationship between extrovert personality trait with buying branded clothes behavior on female worker. This study use a quantitative research type with survey methods and associative approach, and accidental sampling technique for the data collection. Total of the respondents are 100 professional female worker whom work in Jakarta area. In addition, The data collection were using questionnaiers with Likert scale and some respondents interview. The data were analyzed using statistical methods to see whether there is a relationship between extrovert personality with buying branded clothes behavior. Based on the result of this study, score correlation R= 0,507, and score coefficient of determination R2 = 0,270, and score of t test = 6,018. The result of this study showed that there is significant and positiverelationship (27 %) between extrovert personality with buying branded clothes behavior. Then it could be conclude that the higher the extrovert personality, the higher the behavior of buying branded clothes on female worker.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1) Dr. Uswatun Hasanah, M.Si 2) Ernita Maulida Ph.D |
| Subjects: | Desain Kostum, Tata Busana > Tata Busana |
| Divisions: | FT > S1 Pendidikan Tata Busana |
| Depositing User: | sawung yudo |
| Date Deposited: | 25 Apr 2022 02:36 |
| Last Modified: | 25 Apr 2022 02:36 |
| URI: | http://repository.unj.ac.id/id/eprint/27733 |
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