CONSUMPTIVE BEHAVIOR OF FASHION PRODUCTS BASED ON GENDER IN STUDENTS AT THE UNIVERSITY MUHAMMADIYAH PURWOKERTO

Kiki, Amelia and Retno, Dwiyanti (2020) CONSUMPTIVE BEHAVIOR OF FASHION PRODUCTS BASED ON GENDER IN STUDENTS AT THE UNIVERSITY MUHAMMADIYAH PURWOKERTO. BOOK CHAPTER.

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Abstract

This study aims to determine the differences in consumer behavior in terms of fashion products of sex men and women students at the University of Muhammadiyah Purwokerto. The hypothesis of this study is the absence of differences in consumer behavior towards fashion products to students in terms of gender . This research have done to students at the University of Muhammadiyah Purwokerto totaling 76 students. Methods of data collection using a scale with a coefficient of consumer behavior reliability ɒ = 0.918. Based on the results of hypothesis testing with using technique ttest obtained tarithmetic amounting to 0.708. The test results mean, it is known that the mean for the consumer behavior of male fashion products to students is 141.00 and the mean consumer behavior towards women's fashion products at student is 140.73. Thus, it can be concluded that Hipotesis in this study was rejected. Means there is no significant difference consumer behavior towards fashion products between male students and female students.

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