The Influence of Parent’s Perception and Involvement in Purchasing Decision of Toys For Children
Authors: Ulfa Milatul , Djamaludin Moh Djemjem 
Published: January 2018

<p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman','serif';">Toys</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN"> are "the closest </span><span style="font-family: 'Times New Roman','serif';">children’s </span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">friend" and become an integral part of </span><span style="font-family: 'Times New Roman','serif';">their play world</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">. Toys are a source of joy </span><span style="font-family: 'Times New Roman','serif';">for</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN"> children, but </span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: IN;" lang="IN">they </span><span style="font-family: 'Times New Roman','serif';">can</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN"> be risk</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: IN;" lang="IN">y</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN"> and danger</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: IN;" lang="IN">ous</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">. This study aimed to analyze the influence of family characteristics, perception, and parental involvement on </span><span style="font-family: 'Times New Roman','serif';">purchasing decision of toys for children</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">. This study used cross-sectional study</span><span style="font-family: 'Times New Roman','serif';"> design</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">. The location was chosen purposively involving two pre-schools. </span><span style="font-family: 'Times New Roman','serif';">The samples were</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN"> 200 parents who had ever bought t</span><span style="font-family: 'Times New Roman','serif';">oys</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">. The husband or wife as decision makers in purchasing </span><span style="font-family: 'Times New Roman','serif';">toys</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: IN;" lang="IN">was </span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">interviewed using a structured questionnaire to collect information in the decision to purchase </span><span style="font-family: 'Times New Roman','serif';">toys</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">. The results showed that the perception of </span><span style="font-family: 'Times New Roman','serif';">toys</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN"> had a positive and significant relationship with the involvement </span><span style="font-family: 'Times New Roman','serif';">on purchasing decision of toys for children</span><span style="font-family: 'Times New Roman','serif'; mso-ansi-language: EN;" lang="EN">. Perception of toys also had influence on purchase frequence.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman', serif;">Key words:</span><span style="font-family: 'Times New Roman', serif;" lang="IN"> involvement, perception,</span><span style="font-family: 'Times New Roman', serif;" lang="IN">purchasing </span><span style="font-family: 'Times New Roman', serif;">decision, toys</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman', serif;"><br /></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman','serif';">Produk mainan anak adalah “teman terdekat” anak dan menjadi bagian yang tidak terpisahkan dari anak-anak dalam bermain. Mainan anak merupakan sumber kegembiraan bagi anak, namun justru dipenuhi dengan resiko dan bahaya. Penelitian ini bertujuan untuk menganalisis pengaruh karakteristik keluarga, persepsi dan keterlibatan orangtua terhadap keputusan pembelian produk mainan anak. Desain penelitian ini menggunakan <em>cross sectional</em> <em>study</em>. Pemilihan lokasi penelitian dilakukan secara purposif dengan melibatkan dua Taman Kanak-kanak (TK). Melibatkan 200 orang tua yang pernah membeli produk mainan anak. Suami atau istri sebagai pengambil keputusan dalam pembelian produk mainan anak diwawancarai dengan menggunakan kuesioner terstruktur untuk menggali informasi keputusannya dalam pembelian produk mainan anak. Hasil penelitian menunjukkan bahwa persepsi mengenai produk mainan anak mempunyai hubungan positif dan signifikan dengan keterlibatan orang tua dalam memutuskan pembelian produk mainan anak. Terdapat pengaruh persepsi mengenai produk mainan anak terhadap frekuensi pembelian.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-family: 'Times New Roman', serif;">Kata kunci: keputusan pembelian produk mainan anak, keterlibatan, persepsi, produk mainan anak</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"> </p>