THE EFFECT OF SELF-CONSTRUALS, INFORMATION EXPOSURE, AND CONSUMER RIGHTS AWARENESS TOWARDS CONSUMERISM AND CONSUMER INDEPENDENCE IN Y GENERATION
The raising of competition between business holders causes various cases of
losses that experienced by consumers. Therefore, the consumer independence and
consumerism should be built up to prevent losses due to the crime of business
holders. This study aims to analyze the factors that influence consumer
independence in Generation Y. This research is using an online survey with 291
respondents. More than half of the respondents in this research were in the
medium category of consumer independence, and were in the low category of
consumerism. The results of this research showed that independent self-construals
had a significant positive effect toward consumer independence and consumer
rights awareness had a significant positive effect toward consumer independence
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