HUBUNGAN ANTARA TINGKAT PENGGUNAAN WHATSAPP, TINGKAT PENDAPATAN, DENGAN PERILAKU KONSUMTIF IBU RUMAH TANGGA DESA KEBONAGUNG WONODADI BLITAR
Abstract
This study aims to explain the relationship between the level of use of WhatsApp, the level of income with the consumptive behavior of housewives in Kebonagung Village, Wonodadi Blitar. The theory used for knife analysis is McDonaldization theory. This study uses a quantitative approach, explanatory type. Data was collected using a survey. The research population is housewives who join the WhatsApp online market group as many as 256 people and the sample is taken by random sampling as many as 83 people. The results of the study show that there is a significant relationship at = 0.05 between the level of use of WhatsApp and the level of income of 0.539, the level of use of WhatsApp with consumptive behavior of 0.706, the level of income with consumptive behavior of 0.463, a partial relationship and a joint relationship between the level of WhatsApp usage, income level, and consumptive behavior are 0.611 and 0.713, respectively. The results of the relationship together show that 50.8% of consumptive behavior is influenced by the level of WhatsApp usage and income level, the remaining 49.2% is influenced by external variables. From the four correlation results, it is included in the McDonaldization dimensions, namely efficiency, calculability, predictability, and control. The interesting result of this study is that the low use of WhatsApp among housewives is still able to increase their consumptive behavior, if there is income that supports it. On the other hand, the increase in the use of WhatsApp, it is proven that they will not be able to increase their consumptive behavior, if there is no income that supports it.
Keywords: WhatsApp Usage Level, Income Level, Consumptive Behavior.
Abstrak
Penelitian ini bertujuan untuk menjelaskan hubungan antara tingkat penggunaan WhatsApp, tingkat pendapatan dengan perilaku konsumtif ibu rumah tangga Desa Kebonagung Wonodadi Blitar. Teori yang digunakan untuk pisau analisis adalah teori McDonaldization. Penelitian ini menggunakan pendekatan kuantitatif, berjenis eksplanatif. Data dikumpulkan dengan menggunakan survei. Populasi penelitian adalah ibu rumah tangga yang bergabung dalam grup WhatsApp market online sebanyak 256 orang dan sampel diambil secara random sampling sebanyak 83 orang. Hasil dari penelitian menunjukkan terdapat hubungan yang signifikan pada α = 0,05 antara tingkat penggunaan WhatsApp dengan tingkat pendapatan sebesar 0,539, tingkat penggunaan WhatsApp dengan perilaku konsumtif sebesar 0,706, tingkat pendapatan dengan perilaku konsumtif sebesar 0,463, hubungan parsial dan hubungan bersama-sama antara tingkat penggunaan WhatsApp, tingkat pendapatan, dan perilaku konsumtif sebesar 0,611 dan 0,713. Hasil hubungan Bersama-sama menunjukkan 50,8% perilaku konsumtif dipengaruhi oleh tingkat penggunaan WhatsApp dan tingkat pendapatan, 49,2% sisanya dipengaruhi variabel luar. Dari keempat hasil korelasi tersebut, masuk dalam dimensi McDonaldization yaitu efisiensi, kalkulabilitas, prediktabilitas, dan kontrol. Hasil menarik penelitian ini bahwa rendahnya penggunaan WhatsApp di kalangan ibu rumah tangga masih mampu meningkatkan perilaku konsumtif mereka, jika terdapat pendapatan yang mendukungnya. Sebaliknya, peningkatan penggunaan WhatsApp, terbukti tidak akan mampu meningkatkan perilaku konsumtif mereka, jika tidak terdapat pendapatan yang mendukungnya.
Kata Kunci: Tingkat Penggunaan WhatsApp, Tingkat Pendapatan, Perilaku Konsumtif.Full Text:
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