ANALYSIS OF SCHWARTZ MOTIVATIONAL VALUE IN RELATION WITH PRIVATE LABEL PURCHASING BEHAVIOR IN BANDUNG INSTITUT OF TECHNOLOGY

• Main Author: Permata Dewi, Amanda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72892
• Institution: Institut Teknologi Bandung

The objective of this research is to find out the kind of students in ITB related to Schwartz motivational value theory and also find the correlation between those values with respondent’s private label purchasing behavior. From the four main value offered by Schwartz in his theory, this research only use two value which are openness to change and conservation value. Those two values were chosen because it is directly related to the purchasing behavior. While the behavior of purchasing private label product that discuss in this research contains of whether they purchase private label or not, the buying frequency, the quantity of purchasing per month, the private label purchasing preference, and the amount of money spent to purchase private label product. Classification of respondent’s value in this research divided into four categories: high openness to change, high conservation, medium openness to change, medium conservation, and unidentified. Most of the respondents have medium openness to change and medium conservation value and most of them have bought private label product. In terms of willingness to purchase private label product there is a correlation between value and private label purchasing attitude. People with openness to change are show higher willingness in purchasing the product than people who have conservation value. However, in terms of buying frequency, buying quantity, risk taking, and spending budget, there is no significant correlation. The values that people have do not affect their purchasing attitude to private label product. In order to improve private label selling performance, it will be better if it can fits with consumer’s values and behaviors. Since about 50% of the respondents have openness to change motivational value, which give a positive response in terms of purchasing private label product and product that they bought most are kind of products that have low risk, such as tissue and cotton bud, this shows that most of ITB students are risk averse. So, if hypermarkets in Bandung want to target ITB students as their consumer, they need to focus in products that can assure the customer in quality. The researcher also recommend conducting research with the other two main values from Schwartz theory, they are: self transcendence and self enhancement. It is also possible to conduct research using the other value theory to get full insight about ITB student’s value.