Rimpu As Culture on Creating Consumer Behavior of Mbojo

DOI

10.2991/assehr.k.200827.098How to use a DOI?

Keywords

rimpu, culture, social class, sub-culture, consumer behavior

Abstract

Every region in Indonesia has different tribes, customs, races and cultures. Mbojo tribe which is in a part of West Nusa Tenggara Province has a Rimpu culture. This is a local wisdom of the area in dressing by using the traditional cloth of Bima. This research aims to analyze the influence of culture, social class and sub-culture on consumer behavior. This research is quantitative in nature in which the survey is used as its approach. The data were collected through observation, questionnaire and literature research with a total sample of 100 people in which a purposive sampling technique was used. The results indicated that culture, social class and subculture influenced the creation of consumer behavior in Mbojo tribe.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sri Ernawati
AU  - Jaenab Jaenab
AU  - Mulyadin Mulyadin
AU  - Muhajirin Muhajirin
PY  - 2020
DA  - 2020/08/28
TI  - Rimpu As Culture on Creating Consumer Behavior of Mbojo
BT  - Proceedings of the 1st Annual Conference on Education and Social Sciences (ACCESS 2019)
PB  - Atlantis Press
SP  - 386
EP  - 387
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200827.098
DO  - 10.2991/assehr.k.200827.098
ID  - Ernawati2020
ER  -