Pengembangan Instrumen Pengukuran Gaya Belajar Konsumen

F. Danardana Murwani


This research was intended to develop and validate the measurement instrument of consumer’s learning style in supermarket context. The theoretical framework of this study was based on the convergence of student’s learning style models and consumer’s buying decision model. Confirmatory factor analysis successfully validated the unidimensionality, composite reliability, and construct validity of the measurement instrument

Keywords: consumer’s learning style, scale development and validation, confirmatory factor analysis


Anderson, J.C., and Gerbing, D.W. 1988. Structural Equation Modeling in Practice: a Review and Recommended Two–Step Approach. Psychological Bulletin, 103 (3): 411–423. Anderson, J.C., Gerbing, D.W., and Hunter, J.E. 1987. On the Assessment of Unidimensional Measurement: Internal and External Consistency, and Overall Consistency Criteria. Journal of Marketing Research, 24 (4, November): 432–437. Babakus, E., Ferguson, C.E., and Joreskog, K.G. 1987. The Sensitivity of Confirmatory Maximum Likelihood Factor Analysis to Violations of Measurement Scale and Distributional Assumptions. Journal of Marketing Research, 24 (2, May): 222–228. Bearden, W.O., Sharma, S., and Teel, J.E. 1982. Sample Size Effects on Chi Square and other Statistics Used in Evaluating Causal Models. Journal of Marketing Research, 19 (4, November, Special Issue on Causal Modeling): 425–430. Beckett, A., Hewer, P., and Howcroft, B. 2000. An Exposition of Consumer Behaviour in the Financial Services Industry. International Journal of Bank Marketing, 18 (1):15–26. Davis, D., and Cosenza, R.M. 1993. Business Research for Decision Making (3rd ed.). Belmont, CA.: Wadsworth Publishing Company. de Ruyter, K., Wetzels, M., and Bloemer, J. 1998. On the Relationship between Perceived Service Quality, Service Loyalty and Switching Costs. International Journal of Service Industry Management, 9 (5):436–453. Djatmika, E.T., and Murwani, F.D. 2008. Analisis tentang Dimensi-Dimensi Gaya Belajar Konsumen. Jurnal Manajemen, Akuntansi dan Bisnis, 6 (1, April):25– 37. Fornell, C., and Larcker, D.F. 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1, February): 39–50.

Full Text: PDF


  • There are currently no refbacks.
karimun jawa karimunjawa paket wisata karimunjawa paket karimun jawa