DETAIL KOLEKSI

Pengaruh Playfulness Dan Consumer Innovativeness Terhadap Advanve-purchase Intention Melalui Self-congruity Pada Produk Smartphone


Oleh : Fitri Apsari Sukmaruci

Info Katalog

Nomor Panggil : 2018_TA_MJ_022142058

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Farida Jasfar

Subyek : Playfulness;Marketing management

Kata Kunci : playfulness, self-congruity, consumer innovativeness, advance-purchase intentions.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022142058_Halaman-Judul.pdf 1288.24
2. 2018_TA_MJ_022142058_Bab-1.pdf 643.92
3. 2018_TA_MJ_022142058_Bab-2.pdf 950.27
4. 2018_TA_MJ_022142058_Bab-3.pdf 946.56
5. 2018_TA_MJ_022142058_Bab-4.pdf 868.81
6. 2018_TA_MJ_022142058_Bab-5.pdf 555.74
7. 2018_TA_MJ_022142058_Daftar-pustaka.pdf 705.78
8. 2018_TA_MJ_022142058_Lampiran.pdf 2177.18

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh playfulness dan consumer innovativeness terhadap advance-purchase intentions melalui self-congruity pada produk smartphone. Sebuah model konseptual diajukan dan diuji dalam konteks produk smartphone.Sampel yang digunakan dalam penelitian ini adalah 230 responden dimana kriteria responden yang dibutuhkan untuk dapat menjawab kuesioner yang disediakan adalah responden yang pernah melakukan kegiatan pembelian diawal. Analisis data dilakukan dengan menggunakan analisis Structural Equation Model (SEM).Hasil penelitian ini menunjukan bahwa: playfulness berpengaruh positif dan signifikan terhadap self-congruity, consumer innovativeness berpengaruh positif dan signifikan terhadap self-congruity, self-congruity berpengaruh positif dan signifikan terhadap advance-purchase intention, consumer innovativeness berpengaruh positif dan signifikan terhadap advance-purchase intention.

R Research purpose is for testing and also analyzing the effect playfulness and consumer innovativeness to advance-purchase intentions through self-congruity on smartphone products. A conceptual model is proposed and tested in the context of a smarphone product.The sample of this research is 230 respondents where the criteria of respondents needed to be able to answer the questionnaire provided is the respondent who had purchase activity in the beginning. Data analysis was done by using Structural Equation Model (SEM) analysis.The result of this research support the hypothesis about playfulness has a positive and significant effect on self-congruity, consumer innovativeness has a positive and significant effect on self-congruity, self-congruity has a positive and significant effect on advance-purchase intention, consumer innovativeness has a positive and significant effect on advance-purchase intention.

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