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Hubungan Antara Ciri Personaliti Penjawat Awam Sebagai Pengguna dan Proses Pembuatan Keputusan dalam Pembelian Barangan Mewah

Mohamad Soharto, Mat Said (2011) Hubungan Antara Ciri Personaliti Penjawat Awam Sebagai Pengguna dan Proses Pembuatan Keputusan dalam Pembelian Barangan Mewah. Masters thesis, Universiti Utara Malaysia.

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Abstract

The purpose of this research is to examine the relationships and the influences of the elements in "big five personality traits" towards decision making process of buying luxury goods among government officers in Malaysia. This research was quantitative in nature where data were gathered using survey questionnaire. A total of 255 respondents from five agencies under the Department of Prime Minister, Putrajaya were involved in this study. Both the descriptive and inferential statistic were implemented in this research.Apart of that,regression analysis was used to examine the relationship between personality traits towards decision making process of buying luxury goods. Multiple linear regressions were used to identify the factors that have the most influence on the decision making process. Finally,t-test and ANOVA test were used to determine the demographic aspects that have an impact on decision making process of buying luxury goods among government servants.Findings from this study suggested that there were significant relationship between extroversion agreeableness,conscientiousness and, openness, and decision making process of buying luxury goods.However neuroticism trait showed no significant relationship with decision making process in buying luxury goods.Beside that, extroversion trait was identified to be the most influential factor towards decision making process of buying luxury goods. In term of demographic profile the level of education and designation of government servants also influence the decision making process of buying luxury goods.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
Divisions: College of Business (COB)
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 17 Feb 2013 07:15
Last Modified: 19 Apr 2016 02:36
URI: http://etd.uum.edu.my/id/eprint/3084

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