Investigating how consumer education and lifestyle influence the consumer empowerment: case in rural and urban areas, Indonesia

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Megawati Simanjuntak
صندلی اداری


This study aimed to analyze the difference of consumer education, lifestyle, and consumer empowerment in rural and urban areas, and to analyze the effect of consumer education and lifestyle on the consumer empowerment. This research used a cross-sectional design study with 120 housewives as the sample selected purposively. Data were analyzed using independent sample t-test, Mann-Whitney, and multiple linear regressions. There were significant differences (p<0.01) in consumer education, fulfilled lifestyle, believer lifestyle, and consumer empowerment index between the two regions, where the urban area scores were higher compared to the rural area. Consumer education and length of education affected positively and significantly (p<0.01) on the consumer empowerment index, while the lifestyle did not significantly affect the consumer empowerment index. The higher intensity of consumer education and higher education levels will increase the consumer empowerment index.


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Author Biography

Megawati Simanjuntak, Department of Family and Consumer Sciences Faculty of Human Ecology, Bogor Agricultural University (IPB)

Megawati Simanjuntak is an Associate Professor at the Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB), Indonesia. Her areas of specialization include consumer behavior, consumer education and protection, and consumer research. Since 2013, Megawati has been actively involved in various research on consumer empowerment, including the mapping and measurement of consumer empowerment index, formulation of instruments and identification of consumer empowerment, and survey of Consumer Empowerment Index in rural and urban areas across western, central, and eastern Indonesia region.


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