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Investigating how consumer education and lifestyle influence the consumer empowerment: case in rural and urban areas, Indonesia

2021; INSTITUTO FEDERAL DE SÃO PAULO; Volume: 12; Issue: 5 Linguagem: Inglês

10.14807/ijmp.v12i5.1395

2236-269X

Megawati Simanjuntak,

Consumer Retail Behavior Studies

This study aimed to analyze the difference of consumer education, lifestyle, and consumer empowerment in rural and urban areas, and to analyze the effect of consumer education and lifestyle on the consumer empowerment. This research used a cross-sectional design study with 120 housewives as the sample selected purposively. Data were analyzed using independent sample t-test, Mann-Whitney, and multiple linear regressions. There were significant differences (p<0.01) in consumer education, fulfilled lifestyle, believer lifestyle, and consumer empowerment index between the two regions, where the urban area scores were higher compared to the rural area. Consumer education and length of education affected positively and significantly (p<0.01) on the consumer empowerment index, while the lifestyle did not significantly affect the consumer empowerment index. The higher intensity of consumer education and higher education levels will increase the consumer empowerment index.