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Rationality in behavior Consumption occurs when a person is able to consider all aspects or choices that give the highest utility in carrying out consumption activities. The purpose of this study was to determine the rationality and irrationality in consumption behavior carried out by members of the Vespa lovers community and the factors that influence it. This study uses a qualitative approach to the type of phenomenological research. Sources of data used in this study are primary data, obtained from the field. Data collection techniques through observation, interviews and documentation with informants. The informants who were sampled in this study were community members, with the selection of informants using purposive sampling and snowball sampling, namely 8 members of the Scooter Madiun Club community. For the validity of the data in this study using source triangulation, with the aim of believing that the data obtained are valid data. The results of the research are consumption behavior carried out by members of the Vespa community; there are six out of eight informants who are classified as rational. Rationality in consumption behavior carried out by community members is like buying the needs of their Vespa vehicles according to what is needed. Meanwhile, there are two informants who act irrationally in carrying out consumption activities. Irrationality in consumption behavior carried out by community members, namely some members make purchases according to their wishes, buy an item that is less useful for their vehicle needs, and do not consider the quality and price of an item before consumption. Rational and irrational actions are influenced by several factors, namely in terms of age, they can distinguish between income and needs, work, and also personality who has hobbies or can be called a factor in oneself. |
