Materialism Behavior On Private Label Buying Decision Among Indonesian Teenagers

Abstract

Nowadays, consumer behavior has become more complex and unpredictable. In consumer behavior, the relationship between product consumption and product ownership is closely related, one of the most interesting to study the behavior of consumer materialism. Consumer materialism is a personality trait that assumes ownership of the goods is very important to their identity. This study aimed to explore the effect of the consumer materialism toward consumer buying decisions on private label products. This becomes interesting because private label products are close with the connotation of "non brand" product. Data were collected by distributed 120 questioners to teenagers using purposive random sampling technique. From the hypothesis testing, it is obtained that materialism does not affect consumers’ decision in buying private label product. Results from this study can be used for companies to determine marketing strategies related to consumer buying behavior. Keywords : Materialism, Consumers Buying Decision, Private Label