PENGARUH BENTUK KOMUNIKASI KELUARGA YANG DILAKUKAN ORANG TUA TERHADAP ANAK DALAM PEMBELIAN PRODUK MAINAN DI KOTA SURABAYA

Fedianty Augustinah Andry Herawati

Abstract


Children play an important role in deciding goods procurement within a family. Although children are influencers, they canchange or determine family list of errands. The decisions children make are, to a certain extent, shaped by how parents communicate with their children. Socialization process through family communication is very important for the development process of a child as a consumer. The family communication consists of socio-orientation and concept-orientation. Socioorientation is the communication where parents monitor and control the children’s attitudes and learning as consumers. Meanwhile, concept-orientation is the communication in which parents support their children’s ability to make decision over purchasing. The type of communication adopted by parents affects children over purchasing decision making.


Keywords


Bentuk komunikasi keluarga, orientasi konsep, orientasi sosial, influence anak, keputusan pembelian.

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DOI: https://doi.org/10.31113/jia.v7i4.301

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