DETAIL KOLEKSI

Anteseden dari complain dan repurchase pada konsumen generasi Y

5.0


Oleh : Anggoro Setia Budi

Info Katalog

Nomor Panggil : 2019_TA_MJ_022151222

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Consumer characteristics repurchase;Marketing management - Brand image

Kata Kunci : tech savvy, heavily influenced by peers, prolific of sosial media.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2019_TA_022151222_Halaman-Judul.pdf
2. 2019_TA_022151222_Bab-1.pdf
3. 2019_TA_022151222_Bab-2.pdf
4. 2019_TA_022151222_Bab-3.pdf
5. 2019_TA_022151222_Bab-4.pdf
6. 2019_TA_022151222_Bab-5.pdf
7. 2019_TA_022151222_Daftar-Pustaka.pdf
8. 2019_TA_022151222_Lampiran.pdf

P Penelitian ini menguji pengaruh karakteristik konsumen Generasi Y terhadap Complain dan Repurchase. Pada penelitian ini karakteristik konsumen Generasi Y terbagi menjadi 5 jenis komponen variable yaitu Tech Savvy, Heavily Influenced by Peers, Low Trust in Brand, Prolific of Sosial Media,dan Desire to Engage in Social Network, sedangkan untuk komponen variable dependent ada dua yaitu Complain dan Repurchase. Sampel yang digunakan adalah individual yang pernah minimal sekali dalam enam bulan terakhir belanja secara online, dan pengumpulan datanya dilakukan dengan cara menyebarkan kusioner sebanyak 200 responden. Metode yang digunakan adalah purposive sampling dengan menggunakan alat structural equation model yang dijalankan oleh program AMOS 6.0. Hasil penelitian ini menunjukkan bahwa Tech Savvy, Heavily Influenced by Peers, Low Trust in Brand, dan Desire to Engage in Social Network berpengaruh positif terhadap Complain dan Repurchase. Sedangkan untuk variable Prolific of Sosial Media tidak memiliki pengaruh terhadap Complain tetapi hanya berpengaruh terhadap Repurchase.

T This study examines the influence of Generation Y consumer characteristics on Complain and Repurchase. In this study Generation Y consumer characteristics are divided into five types of variable components namely Tech Savvy, Heavily Influenced by Peers, Low Trust in Brand, Prolific of Social Media, and Desire to Engage in Social Networks, while for dependent variable components there are two namely Complain and Repurchase. The samples used were individuals who had been shopping at least once in the last six months online, and the data collection was done by distributing questionnaires to 200 respondents. The method used is purposive sampling using a structural equation model tool run by the AMOS 6.0 program. The results of this study indicate that Tech Savvy, Heavily Influenced by Peers, Low Trust in Brand, and Desire to Engage in Social Network have a positive effect on Complain and Repurchase. Whereas the Prolific of Social Media variable has no influence on Complain but only affects the Repurchase.

Bagaimana Anda menilai Koleksi ini ?