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Anteseden Dan Konsekuensi Dari Purchase Intention Dalam Pembelian Produk Fashion Luxury


Oleh : Tengku Intan Al Zahra

Info Katalog

File Jurnal : 00000000000000098086.pdf

Nomor Panggil : 2019_TA_MJ_022151145

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Asep Hermawan

Subyek : Marketing management;Marketing - Fashion luxury

Kata Kunci : global identity, functional value, individual value, social value, social media, purchase intention


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022151145_Halaman-Judul.pdf 1010.63
2. 2019_TA_MJ_022151145_Bab-1.pdf 757.28
3. 2019_TA_MJ_022151145_Bab-2.pdf 883.5
4. 2019_TA_MJ_022151145_Bab-3.pdf 1082.45
5. 2019_TA_MJ_022151145_Bab-4.pdf 840.85
6. 2019_TA_MJ_022151145_Bab-5.pdf 624.98
7. 2019_TA_MJ_022151145_Daftar-Pustaka.pdf 604.99
8. 2019_TA_MJ_022151145_Lampiran.pdf 2921.05

P Penelitian ini bertujuan untuk menguji pengaruh variabel Global Identity terhadap Purchase Intention, Global Identity terhadap Functional Value, Global Identity terhadap Individual Value, Global Identity terhadap Social Value, lalu Functional Value terhadap Purchase Intention, Individual value terhadap Purchase Intention, Social Value terhadap Purchase Intention dan Social Media Terhadap Purchase Intention pada pembelian produk Fashion Luxury. Variabel yang digunakan antara lain: Global Identity, Functional Value, Individual Value, Social Value, Social Media dan Purchase Intention. Data dalam penelitian diperoleh dengan menyebarkan kuesioner kepada 211 responden yang pernah melakukan pembeliian produk Fashion Luxury. Taknik pengambilan sampel yang digunakan adalah Purposive sampling. Alat analisis yang digunakan dalaam penelitiaan ini adalah SEM. Hasil pengujian hipotesa menunjukan bahwa Global Identity tidak memiliki pengaru positif terhadap Purchase Intention, Global Identity tidak memiliki pengaruh positif terhadap Functonal Value, Global Identity memiliki pengaruh positif terhada Individual Value, Global Identity memiliki pengaruh positif terhadap Social value, lalu Functional Value memiliki pengaruh positif terhadap Purchase Intention,Individual Value dan Social Value tidak memiliki pengaruh positif terhadap Purchase Intention dan Social Media memiliki pengaruh positif terhadap Purchase Intention. Penelitian ini mendapatkan implikasi bagi perusahaan brand – brand Fashion Luxury untuk selalu memberikan kualitas layanan dan produk yang sesuai harapan konsumen atau calon konsumen, menjalin hubungan yang baik kepada konsumen, menjaga nilai – nilai yang diharapkan oleh konsumen dalam penggunaan produk Fashion Luxury.

T This study aims to examine the effect of Global Identity variables on Purchase Intention, Global Identity on Functional Value, Global Identity on Individual Value, Global Identity on Social Value, then Functional Value on Purchase Intention, Individual Value on Purchase Intention, Social Value on Purchase Intention and Social Media Against Purchase Intention on purchasing Fashion Luxury products. Variables used include: Global Identity, Functional Value, Individual Value, Social Value, Social Media and Purchase Intention. The research data were obtained by distributing questionnaires to 211 respondents who had made Fashion Luxury products. The sampling technique used was purposive sampling. The analytical tool used in this research is SEM. Hypothesis test results show that Global Identity does not have a positive influence on Purchase Intention, Global Identity does not have a positive influence on Functonal Value, Global Identity has a positive effect on Individual Value, Global Identity has a positive influence on Social value, then Functional Value has a positive influence on Purchase Intention, Individual Value and Social Value do not have a positive influence on Purchase Intention and Social Media has a positive influence on Purchase Intention. This research has implications for Fashion Luxury brand companies to always provide good quality of services and to consumers or potential customers, establish good relationships with consumers, maintain the values expected by consumers in the use of Fashion Luxury products.

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