Open AccessGAYA BELANJA: PERBANDINGAN KONSUMEN INDONESIA DAN MALAYSIA
Author(s) -
R. Arief Helmi,
Ria Arifianti,
Wijayanti Nugraeni
Publication year - 2018
Publication title -
adbispreneur
Language(s) - English
Resource type - Journals
eISSN - 2549-9912
pISSN - 2503-2755
DOI - 10.24198/adbispreneur.v3i1.16523
Subject(s) - indonesian , advertising , business , tourism , business administration , geography , philosophy , linguistics , archaeology
ABSTRAKBerbelanja adalah aktifitas yang menjadi pilihan wisatawan, peningkatan kunjungan wisatawan domestik dan mancanegara terutama dari Malaysia ke kota Bandung, mengisyaratkan perlunya pemahaman kecenderungan perilaku wisatawan sebagai konsumen dalam membeli produk atau berbelanja yang disebut gaya belanja. Dengan menggunakan sembilan gaya belanja yang dicetuskan Sproles dan Kendall (1986) studi komparasi antara kedua kelompok dilakukan, studi ini juga dapat disebut penelitian cross-culture. Hasil penelitian menunjukkan bahwa konsumen Indonesia dan Malaysia memiliki gaya belanja yang sama yaitu : perfectionistic, brand conscious, dan impulsive. Perbedaanya adalah konsumen Indonesia cenderung lebih bergaya belanja: price conscious, habitual, dan confused by over choice. Sedangkan konsumen Malaysia cenderung lebih bergaya belanja novelty conscious dan recreational. Pemahaman ini dapat dimanfaatkan pada pemasaran internasional terutama pada industri retail. Kata kunci : Konsumen, Gaya belanja, Studi Komparasi ABSTRACTShopping is one of most popular tourist activities. There is an increasing number of domestic and foreign tourists, especially from Malaysia visiting Bandung. It is valuable to understand the tourist’s behavior especially in their buying behavior which called shopping style. This study employed nine shopping styles from Sproles and Kendall (1986) which comparing domestic Indonesian and Malaysian tourist, this study can also be categorized as cross-culture research. The results show that Indonesian and Malaysian consumers have the same shopping style: perfectionistic, brand conscious, and impulsive. The difference is that Indonesian consumers tend to have shopping style: price conscious, habitual, and confused by over choice. While Malaysian consumers indicated to have shopping style: novelty conscious and recreational. This understanding can be utilized in international marketing, especially in the retail industry. Keywords: Customer, Shopping-style, Comparaive Study