Haerani, Dewi (0252213) (2007) Perbedaan Jenis Kelamin Berdasarkan Pengaruh Kognisi dan Afeksi dalam Perilaku Pembelian Impuls. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
One of the consumer behaviors that profitable for one company is impulse buying. Impulse buying behavior is influenced by affective and cognitive. Gender differences are influencing the impulse buying as well. Therefore, this research is analyzing the gender differences in affective and cognitive by impulse buying behavior. This research was done in Bandung with using 151 respondents. The individual characteristic, which was being used, are the characteristic that is easy to observe like age, gender, and the shopping centre that being visited regularly. The research instrument is being adopted from Coley & Burgess (2003). The Mann Whitney test method was used to test the gender differences in affective and cognitive by impulse buying behavior. Based on the research’s conclusion can proved that there are gender differences in affective and cognitive by impulse buying behavior. Beside that, this research can prove women’s affective and cognitive are higher than men’s, while impulse buying is happening with men.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Affective, Cognitive, Gender, Impulse buying. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 16 May 2016 11:12 |
| Last Modified: | 16 May 2016 11:12 |
| URI: | http://repository.maranatha.edu/id/eprint/20412 |
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