DETAIL KOLEKSI

Peran mediasi sikap pada pengaruh norma subjektif dan religiusitas terhadap intensi pembelian


Oleh : Sani Utami Putri

Info Katalog

File Jurnal : 00000000000000004008.pdf

Nomor Panggil : 2019_TA_MJ_022164503

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Yolanda Masnita

Subyek : Subjective norm;Marketing management

Kata Kunci : subjective norm, religiosity, attitude, purchase intention


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022164503_Halaman-Judul.pdf 1168.15
2. 2019_TA_MJK_022164503_Bab-1.pdf 622.25
3. 2019_TA_MJ_022164503_Bab-2.pdf 841.95
4. 2019_TA_MJ_022164503_Bab-3.pdf 1026.65
5. 2019_TA_MJ_022164503_Bab-4.pdf 1093.33
6. 2019_TA_MJ_022164503_Bab-5.pdf 519.65
7. 2019_TA_MJ_022164503_Daftar-Pustaka.pdf 652.6
8. 2019_TA_MJ_022164503_Lampiran.pdf 2063.58

P Penelitian ini bertujuan untuk menganalisis hubungan Subjective norm dan religiosity terhadap purchase intention yang dimediasi oleh attitude. Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 130 responden yang mengkonsumsi produk halal pada restoran cepat saji. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS dan SPSS, sedangkan uji reliabilitas adalah Cronbach’s Alpha. Hasil penelitian ini menunjukkan bahwa subjective norm memiliki pengaruh positif terhadap purchase intention, religiosity memiliki pengaruh positif terhadap purchase intention, attitude memediasi pengaruh antara subjective norm terhadap purchase intention dan attitude memediasi pengaruh antara religiosity terhadap purchase intention.

T The objective of the empirical study is to analyze relationship subjective norm and religiosity toward purchase intention a mediated by attitude.Data collection method that used was questionnaire with purposive samplingtechnique to 130 respondent that has been consume halal product at fast food restaurant and has a purchase frequency of under 3 months.The data analysis tool that used was Structural Equation Model (SEM) via AMOS and SPSS program, while the reliability test was cronbach’s alpha.The results shows that subjective norm is positively effect with purchase intention, religiosity is positively effect with purchase intention, attitude mediates the effect between subjective norm toward purchase intention, attitude mediates the effect between religiosity toward purchase intention.

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