DETAIL KOLEKSI

Anteseden intensitas pembelian


Oleh : Gina Fitriana

Info Katalog

Nomor Panggil : 2018_TA_MJ_022140037

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Robert Kristaung

Subyek : Deal proneness;Marketing management

Kata Kunci : deal proneness, attitude, reciprocity, subjective norms, and purchase intention


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022140037_Halaman-Judul.pdf 864.9
2. 2018_TA_MJ_022140037_Bab-1.pdf 526.88
3. 2018_TA_MJ_022140037_Bab-2.pdf 624.86
4. 2018_TA_MJ_022140037_Bab-3.pdf 921.22
5. 2018_TA_MJ_022140037_Bab-4.pdf 714.61
6. 2018_TA_MJ_022140037_Bab-5.pdf 452.78
7. 2018_TA_MJ_022140037_Daftar-Pustaka.pdf 463.91
8. 2018_TA_MJ_022140037_Lampiran.pdf 3250.25

P Penelitian ini bertujuan untuk menguji pengaruh antara deal proneness terhadap attitude, pengaruh antara attitude terhadap purchase intention, pengaruh antara reciprocity terhadap subjective norms, pengaruh antara subjective norms terhadap phurcase intention, pengaruh antara deal proneness terhadap purchase intention melalui attitude, dan pengaruh antara reciprocity terhadap purchase intention melalui subjective norms. Sample yang digunakan dalam penelitian ini adalah 190 responden. Teknik pengambilan sampel dalam penelitian ini adalah non-probability sampling, khususnya purposive sampling. Populasi dalam penelitian ini adalah konsumen Starbucks yang menggunakan media sosial Line dan meng-add official account Starbucks dan pernah menukarkan kupon Starbucks . Alat analisa yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan bantuan program Analysis of Moment Structure (AMOS). Hasil penelitian ini menunjukkan bahwa (1) deal proneness berpengaruh positif terhadap attitude, (2) attitude berpengaruh positif terhadap purchase intention, (3) reciprocity berpengaruh positif terhadap subjective norms, (4) subjective norms berpengaruh positif terhadap purchase intention, (5) deal proneness berpengaruh positif terhadap purchase intention yang dimediasi oleh attitude, dan (6) reciprocity berpengaruh positif terhadap purchase intention yang dimediasi oleh subjective norms.

T The objective of this study is to examine the effect of deal proneness toward attitude, attitude toward purchase intention, reciprocity toward subjective norms, subjective norms toward purchase intention, deal proneness toward purchase intention through attitude, and reciprocity toward purchase intention through subjective norms. The samples being used in this study is 190 respondents. The sampling technique used in this research is non-probability sampling, which is purposive sampling. The population in this study is the consumers of Starbucks using social media Line and added Starbucks official account. This study used the Structural Equation Modelling (SEM) method, and uses the Analysis of Moment Structure (AMOS) program to support the study. The result of this study indicates that (1) deal proneness positively influence attitude (2) attitude positively influence purchase intention (3) reciprocity positively influence subjective norms (4) subjective norms positively influence purchase intention (5) deal proneness positively influence purchase intention through attitude (6) reciprocity positively influence purchase intention through subjective norms.

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