Analisa Pengaruh Pola Komunikasi Orang Tua Kepada Anak Dalam Perilaku Pembelian Barang Konsumsi Di Carrefour Surabaya

• Main Authors: , Yuanita Purnamadewi, S. E, , Dr. Slamet Santoso Sarwono, MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2011
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/89857/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51155
• Institution: Universitas Gadjah Mada

This research is to explain the effect of variable communication patterns of parents to their children in the affected parent and social oriented and concept oriented that focuses on families purchase consumer goods in Carrefour Surabaya. Data obtained through primary data by distributing questionnaires to 50 pairs: 50 questionnaires for parents and 50 questionnaires for children and the sample making techniques using convenience sampling technique. The results of this research shows that first, there was a significant positive influence of parental communication patterns of child-oriented concepts that influence the purchasing decisions of parents. Second, there was no significant effect on communication patterns of social-oriented parents of children with parents in influencing purchase decisions. Third, there are significant differences between the types of parental communication patterns with the type of Protective and Pluralistic with consensual consensual. The results of this study can be used as a reference in marketing strategy in companies, especially in Carrefour Surabaya how to offering products for the family by looking at the influence of communication patterns that occur in Carrefour Surabaya