Pengaruh Persepsi dan Pengetahuan terhadap Perilaku Pembelian Perhiasan Emas pada Keluarga Petani

Abstract

Gold is a precious metal and include to pure metal groups which has a high value. Generally, gold jewelry is a form of savings deposits and have the high liquidity. The aim of this study is to know the influence of consumer perception and knowledge towards purchase behavior on gold. This research used 65 samples. All samples in this research are 65 people. Data were collected through interviews using questionnaires. The results showed that sample’s age included in the category of middle adulthood with educational range of each sample less than six years, and due to family size those family include to small family category. According to analysis data (93.8%) have a good perception of the gold jewelery and (55.4%) have a good perceptions of gold jewelry. There are (72.3%) samples have a good knowledge about gold and jewelry (55%) instances ever made a purchase of gold jewelry. Due to regression test results show that the perception of a savings and total assets possess significant influence on purchase frequence of buying gold as saving, and the total assets of the family had an influence on the weight of gold jewelry is purchased by them.