The Analysis of Housewife Behavior in Dealing with Family Needs Because of Price Increase

The declining purchasing power of the people due to the increasing prices of goods and services is felt with varying degrees of resilience for families with various income levels (Yudha, 2015). The problem that is happening now is that housewife plays the double role besides as mother who has to settle household affairs also have to work to increase family income so that family needs remain fulfilled even though prices continue to increase. Besides that, income is also an average of Rp 4 million / month. Although already above the UMR with increasing prices, the income earned is now felt less. The type of research is quantitative by taking samples saturated as many as 36 housewives who work with not leave the house area RW 01 Joglo Village, Kembangan Sub-District West Jakarta. The research time is 6 months starting from the beginning of the academic year of February to July 2018. The data collection method in this research uses survey method with the research instrument using closed questionnaire. Data analysis method using Partial Least Square (PLS). Based on the results of data analysis can be concluded that the increase in price has no significant effect on family needs, family needs have a significant positive effect on the behavior of housewives, price increases have no significant effect on the behavior of housewives, price increases have a significant positive effect on the behavior of mothers -housing households without variables mediating family needs. Suggestions for the housewives need to diversify the various needs of the family so that purchases for the needs of everyday families are not affected by rising prices in addition to the social sense can still be maintained.


H3: Family needs have a positive effect on the behavior of housewife d. The Role of Mediation of Family Needs in Influence of Price Increase on Housewife Behavior
According to the Maslow Needs Hierarchy Theory, diverse human needs can be grouped into 5 groups, according to the order of importance are as follows: 1). Physiological Needs (Physiological Needs), 2). Need For Self-Security, 3). The need for love and belonging (Need for love and Belongingness), 4). Need for selfesteem, 5). Need for Self-Actualization. Price increases greatly affect the needs of families, then affect the behavior of housewives in the family's needs, such as selling food-cookies, washing clothes and so on. Srimadeni (2014) in her study found that the life of a family that does not have a job still has difficulty in meeting daily needs, especially with the price needs that always increase so that the wife helps the husband in meeting the needs of life by selling. Based on the above explanation then the hypothesis to be built is: H4: Family needs play a role in mediating the influence of price increases on the behavior of housewives

METDHODOLOGY
This study is a causal associative study because it analyzes family needs in mediating the effect of price increases on the behavior of housewives. This research was conducted from February 2018 until August 2018. The research method used is survey method. Using questionnaires to respondents to collect data in measuring variable price increases, and family needs in the formation of the behavior of housewives. Measurement of variable price increases using Adam Smith measurements (1779), family needs using Abraham Maslow measurement (1934) and housewife behavior using measurement scale Benjamin Bloom (1908). Measurement scale using the Likert scale with categories ranging from (1) strongly disagree to scale (5) strongly agree.
The population in this research are the housewife who has the double role in RW 01 Joglo Village, Kembangan Sub-district, some 36 people, which is data analysis method using Partial Least Square (PLS). Measurement of research variables is shown in Appendix 1.

DATA ANALYSIS AND DISCUSSION a. Respondent Characteristics
Characteristics of respondents can be seen in Appendix 2. By gender, the number of respondents all housewives a number of 36 people. Based on the age of respondents most over 41 years (21 people), most recent education graduated high school (20 people), per month opinion of most between Rp 1-3 million (16 people). b. Partial Least Square 1) Evaluation of Measurement Model (Outer Model) a) Validi ty test Validity testing is done in two ways namely the convergent validity and discriminant validity. According to Chin in Ghozali and Latan (2015), an indicator is said to have good convergent validity if the loading factor value is greater than 0.7. However, in the scale research, loading factor 0,50 -0,60 is still acceptable. The test results are shown in Figure 2.   Figure 2 and Table  2, can be seen that all indicators have met the convergent validity because it has factor loading value above 0.50.

Discriminant Validity
Discriminant validity test, a reflective indicator can be seen on cross loading between indicators with its construct. An indicator is valid if it has the highest loading factor to the target construct compared to the loading factor to another construct. Thus, latent constructs predict the indicators on their blocks are better than those in other blocks.
The following table shows the results of the Discriminant Validity Test (Cross Loading) indicating that the price increase with the H1 indicator (0,523), H2 (0.817), H3 (0.612) and H4 (0.823)., Is higher than the correlation among other constructs, then the correlation of the construct of family needs with KK4 indicator (0,669), KK6 (0,616), KK7 (0,504), KK9 (0,651), KK10 (0,838) and KK11 (0,798) higher value compared with correlation among other constructs. Furthermore, the correlation of mother's behavioral construct with P3 indicator (0,892), P4 (0,796), P5 (0,503) and P6 (0,692) higher than correlation among other constructs. Thus it can be concluded that all measurement variables have good discriminant validity. In Table 4 below, it can be seen that each variable that is the price increase, family needs and behavior of mothers have value of Composite Reliability> 0.70, meaning that the construct has high reliability or questionnaire used as tool in this research has been reliable or consistent.  (2003) uses the degree of reliability in Table 5 as follows: Table 5. Degree of Reliability According to Guilford No.
Score Information 1 0,90 -1,00 The degree of reliability is very high 2 0,70 -0,90 The degree of reliability is high 3 0,40 -0,70 The degree of reliability is medium 4 0,20 -0,40 The degree of reliability is low 5 0,00 -0,20 The degree of reliability is very low Source: Guilford in Suherman, 2003 The results of this study were assessed with the degree of reliability according to Guilford, resulting in all the values of the latent variables have a value of composite reliability between 0.793 -0.840, means that the construct has a high degree of reliability, while Cronbach Alpha between 0.657 -0.770 has moderate to high reliability. This means that the construct has a moderate to high degree of reliability or a questionnaire that is used as a medium to a good research tool.

Indicators
Prie  The structural model indicates that the model of the family needs and the behavior of the mothers can be said to be weak positive because it has a value less than 0.5 or less than 50%. The influence of family needs variables is influenced by the price increase of 0.297 or 29.7%, as well as the variable behavior of mothers influenced by price increases and family needs of 0.455 or 45.5%, while 54.5% influenced by variables other than family needs and price increases.

b) Hypothesis Testing (Line Coefficient Estimation)
See the significance of the hypothesis by looking at the value of the parameter coefficient and the significance value of T-statistics on the algorithm bootstrapping report. To know significant or not significant seen from Ttable at alpha 5% (0,05) = 1,96, then T-table compared with T-count (T-statistic).

The influence of price increase to houewife behavior
Based on the hypothesis test, showed the result that the price increase had an insignificant effect on the behavior of housewife. This indicates that the price increase does not affect the behavior of mothers especially in terms of purchasing vegetables, fruits and side dishes for every day. The result of this hypothesis contradicts Frandika's (2015) study that the increase in beef prices to consumer behavior varies with buyers in fixed quantities before and after price increases, reducing the number of purchases or switching to beef consumption. This can be seen from the result of R square adjusted is weak which is 45,5%, which where housewife's behavior is influenced by price increase equal to 45,5%, while 55,5% is influenced by variable besides price increase. The results of this study can be explained Theory of planned behavior by Ajzen (Lee & Kotler, 2011), the target individual is likely to adopt a behavior if the individual has a positive attitude. The positive attitude in question is the behavior of housewives are generally calm in the face of rising prices, can adjust, do not have to work, because work is a hobby.

The influence of price increase to family needs
Based on the hypothesis test shows that the price increase has no significant effect on family needs. This result is in contrast to the results of Sulindrina's (2015) study which states that the impact of fuel price hikes which is always followed by price increases is very influential on income and consumption expenditure of the poor. In this study, family needs are influenced by the price increase of only 29.7% so the influence is weak, while 70.3% of family needs is influenced in addition to price increases. The results of this study can be explained by Maslow's theory by Abraham Maslow, in which man has five levels of life that will always strive to be fulfilled throughout his lifetime. Five levels that can distinguish every human being from the side of the welfare of his life. Considering the respondents are people who earn less than Rp 5 million / month, then the thought is the basic needs first, the physiological needs (clothing, food), have not thought about the needs of the board/house because the income is not enough.

The influence of family needs to housewife behavior
Based on the hypothesis test, shows the result that family needs have a positive and significant effect on the behavior of housewife. The results of this hypothesis are reinforced by the results of the Shah and Hidir (2004) study that found that female workers have taken part in supplementing family income by working without leaving the role of the wife in the family, from the results of his work to meet the shortcomings or needs of the family perceived lack. Significant positive influence can be explained that the increasing needs of the family are also increasing the behavior of housewives in terms of sufficient or help the needs of the family, for example from managing the food menu to seek income for his family. The results of this study are also reinforced by Setyawati (2011) who found that the contribution of women from the culinary trade installs around the beach is large enough to contribute to the family income is quite large. These results are supported by Role Theory by Goffman (Paul B. Horton and Chester, L, Hunt, 1987), everyone has a number of statuses and is expected to fill according to that status. Job-related roles will give rise to personality changes, thereby reinforcing the mutual influence of people on work and from work on people. Ibu Nurdin is a housewife has 2 types of roles, first as a mother who takes care of all the needs of his family members, the second role earning a living to meet the needs of his family.

Family Needs Role to Mediate Influence of Price Increase Against Behavior of Housewives
In analyzing the effect of mediation variables, this study used an approach done by Baron and Kenny (1986). Both states that the position of mediation variables in the model can serve as a complete mediation or partial mediation variable. Baron and Kenny (1986) and Solimun et al (2017) describe the requirements of partial mediation effects if they meet: 1). In the analysis by entering the mediation variable, the path coefficient of exogenous variable influence to the mediation variable and then the path coefficient of the influence of the mediation variable on the endogenous variable must be significant, 2). In the analysis by entering the mediation variable, the path coefficient of exogenous variable effect directly to the endogenous variable is significant. 3). In the analysis by excluding the mediation variables, the path coefficient of the exogenous variable effect directly to the endogenous variable is significant, with a greater degree of significance than in the analysis by including the mediation variables.
The results of hypothesis testing by including and without including family variable as mediation variable in the influence of price increase on the housewife's behavior are presented in Figures 3, 4 and 5. Price increases have no significant effect on family needs (line a), family needs are influential positive and significant effect on the behavior of housewives (line b), the direct influence of price increase on the behavior of housewives by involving the variable of family requirement get the significant result (line c). While the direct influence of price increases on the behavior of housewives without involving family needs variables to get significant results (d), with the coefficient value of the larger path. This means that hypothesis 4 is accepted, that family needs are able to mediate the effect of a price increase on the behavior of housewives in partial.
A. As a Mediation Variable B. Not As Mediation Variable

CONCLUSION AND SUGGESTION a. Conclusion
Based on the results and previous discussion, it can be concluded that the price increase has no significant effect on the needs of families, family needs have a significant positive effect on the behavior of housewives, price increases have no significant effect on the behavior of housewives, price increases have a significant positive effect on the behavior of housewives without variable mediation needs of the family.

b. Suggestion
Based on the discussion and conclusion can be recommended for the housewife needs to diversify the various needs of the family so that purchases for the needs of everyday families are not affected by rising prices in addition to the social sense can still be maintained.