Pengaruh emosi berbelanja terhadap sikap dan niat berbelanja wanita di Selangor

The effect of spending emotions on women's spending attitudes and intentions in Selangor

  • Peranika Heriranto Kementerian Pendidikan Malaysia, Malaysia
  • Zuraidah Zainol Universiti Pendidikan Sultan Idris, Malaysia
  • Noor Hidayah Zainuddin Universiti Sultan Azlan Shah, Malaysia
  • Zainika Zainuddin Kementerian Pendidikan Malaysia, Malaysia
Keywords: emosi berbelanja positif, emosi berbelanja negatif, sikap, niat

Abstract

Kajian ini dilakukan untuk menentukan pengaruh emosi berbelanja negatif dan positif ke atas sikap berbelanja wanita, dan pengaruh sikap berbelanja ke atas niat berbelanja wanita. Pendekatan kuantitatif dan deduktif diguna pakai bagi menjalankan kajian ini. Data dikumpulkan menggunakan borang soal selidik yang ditadbir sendiri. Sampel terdiri daripada 216 orang wanita berkerjaya yang berumur sekurang-kurangnya 18 tahun di tiga buah daerah di negeri Selangor. Data dianalisis menggunakan analisis Regresi Pelbagai. Dapatan menunjukkan bahawa emosi berbelanja negatif (β=0.196, p<0.005), dan emosi berbelanja positif (β=0.532, p<0.005) mempengaruhi sikap berbelanja wanita secara positif dan signifikan. Sikap berbelanja juga mempengaruhi niat berbelanja wanita secara positif dan signifikan (β= 0.677, p<0.005). Kesimpulannya, emosi sama ada positif atau negatif, berupaya mempengaruhi sikap berbelanja wanita yang seterusnya meningkatkan kecenderungan mereka untuk berbelanja. Implikasinya, dapatan ini berupaya meningkatkan pemahaman pengguna khususnya wanita tentang bagaimana untuk berbelanja dengan berhemat dan memberi panduan kepada penyelidik dan ahli pemasaran  dalam mengurus dan merancang strategi perniagaan mereka.

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Published
2019-11-26
How to Cite
Heriranto, P., Zainol, Z., Zainuddin, N., & Zainuddin, Z. (2019). Pengaruh emosi berbelanja terhadap sikap dan niat berbelanja wanita di Selangor. Management Research Journal, 8, 1-18. Retrieved from https://ejournal.upsi.edu.my/index.php/MRJ/article/view/2878