The effect of demographic, social, and economic characteristics on consumer empowerment in education institutions

Abstract

Nowadays, consumers are faced with many options for formal educational institutions. To choose the best institution, consumers need to be well educated and well informed. This research aimed to analyze the influence of demographic, social, and economic characteristics toward formal educational institution consumer empowerment. This research used a cross-sectional study of 52 respondents. The data were analyzed using descriptive and inferential analysis. The consumer’s empowerment index in this research was 54.34, which was included in the capable category. The result showed that early adult (19-24 years) females who were highly educated and were not having a job with ≤ Rp3,204,551 income per month were the most empowered group of respondents than others. Regression analysis revealed that age influenced the consumer empowerment index. T-test analysis of the consumer empowerment based on characteristics is not significantly different.