The Influence of Gender Bias and Religius on Consumtive Behavior of Apparel Consumers in The Aur Kuning Market, Bukittinggi City

Abstract

This research examines the problem of gender bias and religiosity on consumptive behavior among apparel consumers in the urban market of Bukittinggi. The problem formulation in this research is: (1) How big is the influence of Gender Bias on Consumptive Behavior among Apparel Consumers in the Aur Kuning Market, Bukittinggi City? (2) How big is the influence of religiosity on consumptive behavior among apparel consumers in the Aur Kuning Market, Bukittinggi City? (3) How big is the simultaneous influence of Gender Bias and Religiosity on Consumptive Behavior among Apparel Consumers in the Aur Kuning Market, Bukittinggi City? The purpose of this writing is: (1) to measure the magnitude of the spatial influence between the independent variables (gender bias and religiosity) on the dependent variable (consumptive behavior) on apparel consumers in the Aur Kuning Market, Bukittinggi City. (2) to measure the magnitude of the simultaneous influence between the independent variables (gender bias and religiosity) on the dependent variable (consumptive behavior) on Apparel Consumers in the Aur Kuning Market, Bukittinggi City. (3) to analyze each independent variable (gender bias and religiosity) on the dependent variable (consumptive behavior) among Apparel Consumers in the Aur Kuning Market, Bukittinggi City?. The research method used is a descriptive quantitative approach, using multiple linear regression analysis tools, using research instrument tests, classical assumption tests and hypothesis testing. The results of this research discuss the negative influence of gender bias on consumer behavior, this is because female consumers in Minangkabau cannot be separated from the decision taken by a man (partner, relative) in choosing and purchasing a product. This shows that decisions about consumer behavior are still not entirely in the hands of female consumers, while women have a tendency to like to buy products according to their desires and not according to their needs. Meanwhile, the higher a consumer's religiosity, the more they will shop appropriately because in religion it is not permissible to consume wastefully.