Overconfidence dan Representativeness Bias Dalam Personal Finance Studi Kasus Pada Pembelian Luxury Products

Authors

  • Ninik Indrawati Ruslim Universitas Surabaya

DOI:

https://doi.org/10.35794/jmbi.v8i3.35162

Abstract

Abstract: Personal Finance is needed to manage and gain the maximun benefit from the money through investment. However, the current trends have brought changes in one’s consumption behavior to be irrational. This research was conducted to investigate the purpose of someone buys a luxury products. The research was conducted using qualitative methods. Data were obtained from interviews and observations. Our results showed that the quality and functionality of luxury products were not the primary reason for purchasing but rather a psychological factor. Many reasons for purchasing luxury products were influenced by bias. Lifestyle, identity, social status are the triggers, how they want to be more repected or just to follow the trends, even to expect an over reaction from other people who see their appearance. It is not easy to determine rational reasons for purchasing luxury products. People who love luxury products take advantage by making it an alternative investment rather than just a lifestyle. The lifestyle should be no longer misleading when the they knows how to make it as well as a benefit.

 

Abstrak: Personal Finance diperlukan untuk mengelola dan mendapatkan keuntungan maksimal dari uang melalui investasi. Namun, tren saat ini telah membawa perubahan perilaku konsumsi seseorang menjadi tidak rasional. Penelitian ini dilakukan untuk mengetahui tujuan seseorang membeli produk mewah. Penelitian ini dilakukan dengan menggunakan metode kualitatif. Data diperoleh dari wawancara dan observasi. Hasil kami menunjukkan bahwa kualitas dan fungsionalitas produk mewah bukanlah alasan utama untuk membeli melainkan faktor psikologis. Banyak alasan untuk membeli produk mewah dipengaruhi oleh bias. Gaya hidup, identitas, status sosial menjadi pemicu, bagaimana mereka ingin lebih dihormati atau hanya mengikuti tren, bahkan mengharapkan reaksi berlebihan dari orang lain yang melihat penampilannya. Tidak mudah menentukan alasan rasional untuk membeli produk mewah. Orang yang menyukai produk mewah memanfaatkannya dengan menjadikannya sebagai alternatif investasi bukan hanya sekedar gaya hidup. Gaya hidup seharusnya tidak lagi menyesatkan ketika mereka tahu cara membuatnya dan juga manfaatnya.

Author Biography

Ninik Indrawati Ruslim, Universitas Surabaya

Fakultas Bisnis dan Ekonomika

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Published

2021-11-06

How to Cite

Ruslim, N. I. (2021). Overconfidence dan Representativeness Bias Dalam Personal Finance Studi Kasus Pada Pembelian Luxury Products. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(3). https://doi.org/10.35794/jmbi.v8i3.35162