DETAIL KOLEKSI

Pengaruh Utilitarian Value Dan Hedonic Value Terhadap Online Purchase Intention Melalui Attitude Toward Online Purchasing


Oleh : Samhana

Info Katalog

Nomor Panggil : 2018_TA_MJ_022141251

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Yolanda Masnita

Subyek : Utilitarian Value;Marketing management

Kata Kunci : utilitarian value, hedonic value, attitude toward online purchasing, online purchase intention


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022141251_Halaman-Judul.pdf 1111.29
2. 2018_TA_MJ_022141251_Bab-1.pdf 779.5
3. 2018_TA_MJ_022141251_Bab-2.pdf 931.85
4. 2018_TA_MJ_022141251_Bab-3.pdf 1136.52
5. 2018_TA_MJ_022141251_Bab-4.pdf 943.82
6. 2018_TA_MJ_022141251_Bab-5.pdf 637.7
7. 2018_TA_MJ_022141251_Daftar-Pustaka.pdf 763.2
8. 2018_TA_MJ_022141251_Lampiran.pdf 2407.15

P Penelitian ini bertujuan untuk menguji pengaruh Utilitarian Value dan Hedonic Value terhadap Online Purchase Intention melalui Attitude Toward Online Purchasing. Sampel yang digunakan adalah sebanyak 130 responden yang pernah melakukan pembelian online melalui e-commerce. Analisis data dilakukan dengan menggunakan analisis Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Utilitarian Value memiliki pengaruh positif terhadap Attitude Toward Online Purchasing (2) Hedonic Value memiliki pengaruh positif terhadap Attitude Toward Online Purchasing dan (3) Attitude Toward Online Purchasing memiliki pengaruh positif terhadap Online Purchase Intention.

T This study examines the influence of Utilitarian Value and Hedonic Value on Online Purchase Intention through Attitude Toward Online Purchasing. The sample being used in this study is 130 respondents who have made an online purchase through e-commerce. Data analysis was done by using Structural Equation Model (SEM) analysis method. The finding of this study are: (1) Utilitarian Value has positive impact on Attitude Toward Online Purchasing, (2) Hedonic Value has positive impact on Attitude Toward Online Purchasing, (3) Attitude Toward Online Purchasing has positive impact on Online Purchase Intention.

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