PENGARUH KEBUTUHAN TERHADAP MOTIF PENGGUNAAN KARTU DEBET BANK CENTRAL ASIA (BCA) DI KALANGAN MAHASISWA AKTIF FAKULTAS EKONOMI UNIVERSITAS KRISTEN PETRA SURABAYA

Authors

  • Hatane Semuel Faculty of Economics, Petra Christian University

DOI:

https://doi.org/10.9744/jmk.5.2.pp.%20132-154

Keywords:

motive, achievement, power, needs.

Abstract

This research is conducted to the students of class 1999, 2000, and 2001 of Economics Faculty of Petra Christian University. This research focuses on cognitive and affective motive of those subjects in using BCA's debit card, assuming that consumers tend to use objective and subjective factors in considering to purchase certain product. The result of this research shows that achievement needs, power needs, and affiliation needs simultaneously influence the motive of the subjects in using BCA's debit card, in which 46% of the influence can be explained by the model. Achievement needs have more dominant influence compared to power needs. Besides that, education factor (study duration) found to influence the cognitive motive, which is shown by the motive difference among class 1999, 2000, and 2001. Abstract in Bahasa Indonesia : Penelitian dilakukan terhadap mahasiswa Fakultas ekonomi Universitas Kristen PETRA Surabaya angkatan 1999, 2000, dan 2001. Fokus penelitian pada motif kognitif dan afektif dalam menggunakan produk kartu debet BCA, dengan asumsi bahwa konsumen dalam mempertimbangkan pembelian suatu produk lebih didasarkan pada faktor obyektif dan subyektif. Hasil penelitian mengungkapkan kebutuhan yang diukur melalui, achievement needs, power needs, affiliation needs ternyata secara serempak berpengaruh terhadap motif penggunaan kartu debet BCA di kalangan mahasiswa Fakultas Ekonomi Universitas Kristen PETRA Surabaya, dengan kemampuan 46% dapat dijelaskan dari dalam model. Achievement needs mempunyai pengaruh lebih dominan dibandingkan power needs. Selain itu faktor pendidikan (lama studi) mempunyai dampak terhadap motif kognitif, hal ini terungkap dari adanya perbedaan motif tersebut pada angkatan 1999 dengan angkatan 2000 maupun angkatan 2001. Kata kunci: motif, achievement, power, needs.

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Published

2004-06-04