DISERTASI dan TESIS Program Pascasarjana UM, 2010

Ukuran Huruf:  Kecil  Sedang  Besar

Pengaruh Kondisi Sosial Ekonomi Keluarga, Internalitas Kegiatan Promosi, dan Pengalaman Belajar Bidang Studi Ekonomi terhadap Rasionalitas dalam Berkonsumsi Peserta Didik SMA Negeri Se-Kota Malang. (Tesis)

Jumiati Jumiati

Abstrak


Inspirasi peneliti dalam mengambil judul tesis Pengaruh Kondisi Sosial Ekonomi Keluarga, Internalitas Kegiatan Promosi, dan Pengalaman Belajar Bidang Studi Ekonomi terhadap Rasionalitas dalam Berkonsumsi Peserta Didik SMA Negeri Se-Kota Malang didasari oleh fenomena yang ada bahwa banyak para remaja khususnya peserta didik SMA melakukan konsumsi kurang rasional. Berdasarkan kajian teori yang diperoleh pada bidang studi ekonomi, konsumen dalam mengambil keputusan ekonomi seharusnya bersifat rasional. Pada kenyataannya, tingkat rasionalitas peserta didik juga  dipengaruhi oleh beberapa faktor lainnya, baik dari kondisi sosial ekonomi keluarga, pengalaman belajar maupun  internalitas kegiatan promosi.

Penelitian ini bertujuan untuk menjelaskan: (1) pengaruh tingkat kondisi sosial ekonomi keluarga terhadap rasionalitas dalam berkonsumsi peserta didik SMA negeri se-Kota Malang; (2) pengaruh tingkat internalitas kegiatan promosi terhadap tingkat rasionalitas dalam berkonsumsi peserta didik SMA negeri se- Kota Malang; (3) pengaruh tingkat kondisi sosial ekonomi keluarga terhadap tingkat  internalitas kegiatan promosi peserta didik SMA negeri se-Kota Malang; (4) pengaruh tingkat pengalaman belajar bidang studi ekonomi terhadap tingkat rasionalitas dalam berkonsumsi peserta didik SMA negeri se-Kota Malang; (5) pengaruh tingkat kondisi sosial ekonomi keluarga terhadap tingkat pengalaman belajar bidang studi ekonomi peserta didik SMA negeri se-Kota Malang; (6) pengaruh tingkat kondisi sosial ekonomi keluarga dan internalitas kegiatan promosi terhadap tingkat rasionalitas dalam berkonsumsi peserta didik SMA negeri se-Kota Malang; (7) pengaruh tingkat pengalaman belajar bidang studi ekonomi, kondisi sosial ekonomi keluarga, dan internalitas kegiatan promosi terhadap rasionalitas dalam berkonsumsi peserta didik SMA negeri se-Kota Malang; dan (8) pengaruh tingkat efektifitas pengalaman belajar bidang studi ekonomi, kondisi sosial ekonomi keluarga dan internalitas kegiatan promosi terhadap rasionalitas dalam berkonsumsi peserta didik kelas X SMA negeri se- Kota Malang.

Penelitian ini merupakan penelitian penjelasan atau explanatory research, yaitu menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis pada data yang sama. Rancangan penelitian  menggunakan pendekatan kuantitatif dengan teknik analisis data menggunakan analisis jalur (path analysis). Penelitian dilakukan di SMA negeri se-Kota Malang, dengan jumlah sampel 132 orang. Sampel dipilih dengan menggunakan teknik random sampling. Data penelitian dikumpulkan dengan menggunakan kuesioner.

Berdasarkan hipotesis penelitian dapat dijelaskan bahwa  (1) ada pengaruh langsung antara kondisi sosial ekonomi keluarga terhadap rasionalitas  dalam berkonsumsi, berarti semakin tinggi tingkat kondisi sosial ekonomi keluarga, semakin rendah rasionalitas dalam berkonsumsi; (2) ada pengaruh langsung antara internalitas kegiatan promosi terhadap rasionalitas dalam berkonsumsi, berarti semakin tinggi tingkat internalitas kegiatan promosi, semakin rendah rasionalitas berkonsumsi; (3) ada pengaruh langsung antara kondisi sosial ekonomi keluarga terhadap internalitas kegiatan promosi, berarti semakin tinggi tingkat kondisi sosial ekonomi keluarga, semakin tinggi rasionalitas dalam berkonsumsi; (4) ada pengaruh langsung antara pengalaman belajar bidang studi ekonomi terhadap rasionalitas dalam berkonsumsi, berarti semakin tinggi tingkat pengalaman belajar bidang studi ekonomi, semakin tinggi rasionalitas berkonsumsi; (5) ada pengaruh langsung kondisi sosial ekonomi keluarga terhadap pengalaman belajar bidang studi ekonomi, berarti semakin tinggi tingkat kondisi ekonomi keluarga, semakin tinggi tingkat pengalaman belajar bidang studi ekonomi; (6) ada pengaruh langsung antara kondisi sosial ekonomi keluarga dan internalitas kegiatan promosi terhadap rasionalitas dalam berkonsumsi, berarti semakin tinggi tingkat kondisi sosial ekonomi keluarga dan internalitas kegiatan promosi, semakin rendah rasionalitas dalam berkonsumsi; (7) ada pengaruh langsung antara pengalaman belajar bidang studi ekonomi, kondisi sosial ekonomi keluarga, dan internalitas kegiatan promosi terhadap rasionalitas dalam berkonsumsi, internalitas kegiatan promosi memiliki pengaruh lebih besar daripada kondisi sosial ekonomi keluarga dan pengalaman belajar bidang studi ekonomi terhadap rasionalitas dalam berkonsumsi; (8) Tingkat efektivitas pengaruh dari pengalaman belajar bidang studi ekonomi, kondisi sosial ekonomi keluarga, dan internalitas kegiatan promosi terhadap rasionalitas dalam berkonsumsi, paling besar bersumber dari internalitas kegiatan promosi.

Dari hasil analisis deskriptif koefisien regresi pengaruh kondisi sosial ekonomi terhadap internalitas kegiatan promosi R2 = 0,187, pengaruh kondisi sosial ekonomi terhadap pengalaman belajar R2 = 0,137, dan pengaruh kondisi sosial ekonomi, internalitas kegiatan promosi dan pengalaman belajar terhadap rasionalitas berkonsumsi R2 = 0,685.

Berdasarkan hasil temuan penelitian disarankan dalam proses pembelajaran bidang studi ekonomi sebaiknya menggunakan pendekatan pembelajaran contextual teaching and learning (CTL) agar peserta didik benar-benar menghayati materi yang dipelajari sehingga mampu berfikir dan bertindak rasional dalam berkonsumsi. Guru dalam mengajar senantiasa memasukkan materi yang berkaitan dengan cara-cara yang harus dihadapi oleh konsumen dalam merespon promosi yang dilakukan oleh produsen, sehingga peserta didik tidak mudah terbujuk oleh rayuan promosi yang menggiurkan. Keluarga sebagai kelompok anutan sebaiknya juga menanamkan budaya konsumsi yang rasional di lingkungannya. Peserta didik akan menjadi konsumen yang rasional karena mereka telah belajar, baik di lingkungan keluarga maupun di sekolah.

 

Abstract:

Key words: social economy of family, internal promotion, learning experience, rational thinking on consumption

The thesis "The Influence of Social Economic Condition of Family, Internal Activity of Promotion, and Learning Experience of Economics towards Rational Thinking in Consuming of Students of Public Senior High School of Malang."  is inspired by the phenomenon that many teenagers especially senior high students have irrational consumption. Based on the theoretical analysis on economics, consumers should be rational in taking economic decision. In reality, the level of rationality of the students is also influenced by several factors such as social economic condition of family, learning experience, and internal activity of promotion.

The research is intended to explain: (1) the influence of social economic condition of family towards rationality of consumption of senior high students of Malang; (2) the influence of internal activity of promotion towards the level of rationality in consumption of the senior high students of Malang; (3) the influence of social economic condition of family towards the level of internality of promoting activity of senior high students of Malang; (4) the influence of learning experience towards the level of rationality of consumption of senior high students of Malang; (5) the influence of social economic condition of family towards the learning experience of economics of senior high students of Malang; (6) the influence of social economic condition of family and internal activity of promotion towards the rationality of consumption of senior high students of Malang; (7) the influence of learning experience of economics, social condition of family, and internal activity of promotion towards rationality of consumption of senior high students of Malang; and (8) the influence of the effectiveness of learning experience of economics, social economic condition of family and internal activity of promotion towards rationality of consumption of the tenth grade of senior high students of Malang.

The study is explanatory research explaining the causal correlation among the variables through the hypothesis test on the same data. The research design uses the quantitative approach with the technique of  data analysis using path analysis. The research is conducted at all of senior high school of Malang, using sample 132 respondents. The sample is selected by using random sampling. The research data is collected by means of questionnaires.

Based on the research hypothesis, it is explained that (1) there is direct influence between the social economic condition of family towards rationality in consumption, in the sense that the higher the level of the social economic condition of a family, the lower the rationality in consumption; (1) there is a direct influence between internal activity of promotion towards rationality in consumption, in the sense that the higher the level of internal activity of promotion, the lower the rationality in consumption; (3) there is direct influence between the social economic condition of a family towards internal activity of promotion, in the sense that the higher the level of social economic condition of a family, the higher the rationality in consumption; (4) there is direct influence between learning experience of economics towards rationality in consumption, in the sense that the higher the level of learning experience of economics, the higher the rationality of consumption; (5) there is direct influence the social economic condition of a family towards the learning experience of economics, in the sense that the higher the level of economic condition of a family, the higher the learning experience of economics; (6) there is direct influence between social economic condition of a family and internal activity of promotion towards rationality of consumption, in the sense that the higher the level of social economic condition of a family and internal activity of promotion, the lower  the rationality of consumption; (7) there is direct influence between learning experience of economics, the internal  activity of promotion, the social economic condition of a family towards the rationality of consumption; internal activity of promotion has bigger influence than the social economic condition of a family and learning experience of economics towards rationality in consumption; (8) the level of effectiveness of the influence of learning experience of economics. The social economic condition of a family, and internal activity of promotion towards rationality in consumption show the biggest source of internal activity of promotion.

Based on the analysis of descriptive coefficient of regression of the influence of social economic condition towards internal activity of promotion R2 = 0,187, the influence of social economic condition of a family towards the learning experience R2 =0,137, and the influence of social economic condition of a family, internal activity of promotion and learning experience of economics towards rationality in consumption R2 =0,685.

Based on the research finding it is suggested that the process of learning economics uses the contextual teaching and learning approach (CTL) to make the students understand much and able to implement the learning material so it is expected to be able to think and act rationally in consumption. Teacher is teaching should involve and include the learning material related to the way how to deal with consumers in responding the promotion done by the producers, so the students do not get persuaded by the tempting promotion. Family as an idol should also cultivate the culture of rational consumption in their neighborhood. The students will be rational consumers because they have learned, either from their family of their school.