Consumer behavior and indonesian values scale: a proposed validation and short-form scale development
Daftar Isi:
- Value is one important factor to understand consumer behavior. Values provide guidelines to live in a society. In the past Indonesian people were taught in school or by their families several traditional values such as harmoni (harmony), toleransi (tolerance), keagamaan (religiosity), and gotong-royong (mutual assistance). However, these values and many other culture values have changed in many places in the world in the last several decades as the result of globalization. Moreover, change in values will affect people behavior. This article addresses the value changes in Indonesian people. More than 2,000 questionnaires were distributed to respondents in four big cities in Indonesia: Jakarta, Bandung, Semarang, and Surabaya. A total of 1209 usable questionnaires were used to identify Indonesian values today. The result shows the current Indonesian values (hereafter INDVALS) can be operationalized with 35 items along seven dimensions. Those dimensions are mutual assistance, democracy, religion, harmony, hospitality, religious fanaticism, and individualism. However, the extensive INDVALS items (i.e., 35 items) might hinder further research applying the items. It is then desirable to shorten the scale in order to focus on core elements of Indonesian values. The main reason is that reducing the scale to the core elements may enhance both power and predictive efficiency. Furthermore, in terms of theory and construct considerations, a relatively short scale can be easily administered to respondent. Therefore, there is a need to develop a short-form and parsimonious INDVALS scale. This research proposes a validation and short-form scale development of INDVALS.