Pengaruh utilitarian value dan hedonic value terhadap online purchase intention melalui attitude toward online purchasing
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022141251
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Yolanda Masnita
Subyek : Utilitarian Value;Marketing management
Kata Kunci : utilitarian value, hedonic value, attitude toward online purchasing, online purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2018_TA_MJ_022141251_Halaman-Judul.pdf | 17 | |
| 2. | 2018_TA_MJ_022141251_Bab-1.pdf | 7 | |
| 3. | 2018_TA_MJ_022141251_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022141251_Bab-3.pdf | 15 |
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| 5. | 2018_TA_MJ_022141251_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022141251_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022141251_Daftar-Pustaka.pdf | 6 | |
| 8. | 2018_TA_MJ_022141251_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji pengaruh Utilitarian Value dan Hedonic Value terhadap Online Purchase Intention melalui Attitude Toward Online Purchasing. Sampel yang digunakan adalah sebanyak 130 responden yang pernah melakukan pembelian online melalui e-commerce. Analisis data dilakukan dengan menggunakan analisis Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Utilitarian Value memiliki pengaruh positif terhadap Attitude Toward Online Purchasing (2) Hedonic Value memiliki pengaruh positif terhadap Attitude Toward Online Purchasing dan (3) Attitude Toward Online Purchasing memiliki pengaruh positif terhadap Online Purchase Intention.
T his study examines the influence of Utilitarian Value and Hedonic Value on Online Purchase Intention through Attitude Toward Online Purchasing. The sample being used in this study is 130 respondents who have made an online purchase through e-commerce. Data analysis was done by using Structural Equation Model (SEM) analysis method. The finding of this study are: (1) Utilitarian Value has positive impact on Attitude Toward Online Purchasing, (2) Hedonic Value has positive impact on Attitude Toward Online Purchasing, (3) Attitude Toward Online Purchasing has positive impact on Online Purchase Intention.
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