Pengaruh attitude, perceived behavior control, subjective norm, brand consciousness terhadap purchase intention

DETAIL KOLEKSI

Pengaruh attitude, perceived behavior control, subjective norm, brand consciousness terhadap purchase intention

Oleh : Wirawan Putra Wijaya

Info Katalog

Nomor Panggil : 2017_TA_MJ_022120007

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Adiati Hardjanti

Subyek : Management attitude;Marketing management

Kata Kunci : attitude, perceived behavior control, subjective norm, brand consciousness of the purchase intention

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2017_TA_MJ_022120007_Halaman-judul.pdf
2.	2017_TA_MJ_022120007_Bab-1.pdf	6
3.	2017_TA_MJ_022120007_Bab-2.pdf
4.	2017_TA_MJ_022120007_Bab-3.pdf
5.	2017_TA_MJ_022120007_Bab-4.pdf
6.	2017_TA_MJ_022120007_Bab-5.pdf
7.	2017_TA_MJ_022120007_Daftar-pustaka.pdf
8.	2017_TA_MJ_022120007_Halaman-judul.pdf	18

Abstrak
Abstract

T ujuan dari penelitian ini adalah untuk menganalisa pengaruh dari Attitude, Perceived Behavior Control, Subjective Norm dan Brand Consciousness. Data diperoleh dengan menyebarkan kuesioner kepada 206 responden yang pernah membeli sepatu palsu minimal 1 kali dalam 1 tahun terakhir. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagaimetode pengambilan sampel. Alat analisis yang digunakan adalah SPSS. Metode analisis yang digunakan Regresi Berganda.Hasil pengujian hipotesa menunjukan bahwa Attitude, Perceived Behavior Control,Subjective Norm berpengaruh positif dan signifikan terhadap Purchase Intention. Brand Consciousness berpengaruh negatif dan signifikan terhadap Purchase Intention.Untuk penelitian selanjutnya diharapkan peneliti menambahkan variabel Consumers Orientation dan Attitude Toward Counterfeits (Lee dan Yoo, 2009).

T he purpose of this study was to analyze the effect of Attitude, PerceivedBehavior Control, Subjective Norm and Brand Consciousness.Data obtained by distributing questionnaires to 206 respondents who had boughtfake shoes at least 1 times in the last 1 year. The data used is the cross-sectional data and using purposive sampling as the sampling method. The analysis tool used is SPSS. The analytical method used is Multiple Regression.The results of testing is hypothesized showed that attitude, perceived behaviorcontrol, subjective norm have had a positive impact and significantly to purchaseintention. Brand consciousness have a negative influence and significantly to purchaseintention.For further research is expected to investigators add variable ConsumersOrientation and Attitude Toward Counterfeits (Lee and Yoo, 2009).