Stress Release Therapy Young Mothers In Compulsive Buying Behaviour

ABSTRACT: Shopping mostly used as a short-escape from the negative feelings of many young mothers that currently makes personal shopper becomes trend among the young mothers. Study on compulsive buying behaviour among young mothers and the personal shopper is the first research conducted in Indonesia since the personal shopper phenomenon in Indonesia is not as popular as in the other countries. The purpose of this study is to figure out the needs of young mothers in Jakarta and Tangerang that have been fulfilled when doing shopping activities through personal shopper. This research used qualitative methods with constructivism paradigm by conducting in-depth interviews with five young mothers who have experiences shopping through personal shoppers and addicted to shop as the key informants , ten young mothers who have experiences
shopping through personal shoppers and not addicted to shopping and two the personal shopper as the supporting informants. The finding of this research is that buying behaviour is a stress release therapy for young mothers to overcome a disappointment and insecure feeling when they do not get the trust to manage the household finances and do not have openness in the communication in the marriage. Compulsive buying behaviour is a disease among young mothers who deal with daily pressures from their husbands and their extended family that make them feel unloved and do not get the support that they need.
KEYWORDS: Compulsive buying behaviour; shopping; young mothers; consumer behaviour; stress release therapy.