MODELLING CONSUMER EMPOWERMENT LEVEL
Abstract This study aimed to analyze the effect of socioeconomic characteristics, consumer reference group, and the intensity of having consumer education on consumer empowerment among the residents of urban and rural area in Bogor. Better socio-economic characteristics were associated with better...
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| Format: | Article |
| Language: | English |
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Universitas Islam Indonesia
2013-10-01
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| Series: | Economic Journal of Emerging Markets |
| Subjects: | |
| Online Access: | http://uiistage.openjournaltheme.com/3310/index.php/JEP/article/view/3519 |
| Summary: | Abstract
This study aimed to analyze the effect of socioeconomic characteristics, consumer reference group, and the intensity of having consumer education on consumer empowerment among the residents of urban and rural area in Bogor. Better socio-economic characteristics were associated with better consumer empowerment, i.e. more the subjects were more skillful, more to acknowledge their rights, and more assertive. Reference group had no direct effect on the consumer empowerment, but indirectly affected it through its consumer educational aspect. The intensity of consumer education was found to improve the consumer empowerment. All results applied to both in rural and urban areas.
Keywords: socio-economic, consumer empowerment, consumer education, reference group
JEL Classification Number : D100, D180
Abstrak
Tujuan penelitian adalah menganalisis pengaruh karakteristik sosial ekonomi, kelompok rujukan dan intensitas mengikuti pendidikan konsumen terhadap keberdayaan konsumen. Karakteristik sosial ekonomi yang semakin baik dan jumlah kelompok rujukan semakin banyak akan meningkatkan intensitas mengikuti kegiatan pendidikan konsumen. Karakteristik sosial ekonomi berpengaruh baik langsung maupun tidak langsung terhadap keberdayaan konsumen, artinya kondisi sosial ekonomi yang lebih baik akan meningkatkan keberdayaan konsumen menjadi lebih terampil, tahu hak-haknya dan lebih tegas. Kelompok rujukan secara langsung tidak meningkatkan keberdayaan konsumen, namun secara tidak langsung melalui pendidikan konsumen yang lebih intensif dapat meningkatkan keberdayaan konsumen. Intensitas mengikuti pendidikan konsumen mampu meningkatkan keberdayaan konsumen baik di perdesaan maupun perkotaan.
Keywords: sosial ekonomi, keberdayaan, konsumen, pendidikan, kelompok rujukan
JEL Classification Number: D100, D180
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| ISSN: | 2086-3128 2502-180X |