Anteseden dan konsekuensi dari purchase intention dalam pembelian produk fashion luxury

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Anteseden dan konsekuensi dari purchase intention dalam pembelian produk fashion luxury

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Oleh : Adriano Perdhana

Info Katalog

Nomor Panggil : 2019_TA_MJ_022151050

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Asep Hermawan

Subyek : Marketing management;Marketing - Brand image

Kata Kunci : attitude belief, normative belief, control belief attitude toward behavior, subjective norm

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2019_TA_MJ_022151050_Halaman-Judul.pdf
2.	2019_TA_MJ_022151050_Bab-1.pdf
3.	2019_TA_MJ_022151050_Bab-2.pdf
4.	2019_TA_MJ_022151050_Bab-3.pdf
5.	2019_TA_MJ_022151050_Bab-4.pdf
6.	2019_TA_MJ_022151050_Bab-5.pdf
7.	2019_TA_MJ_022151050_Daftar-Pustaka.pdf
8.	2019_TA_MJ_022151050_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji pengaruh variabel Attitude Belief terhadapAttitude Toward Behavior, Normative Belief terhadap Subjevtive Norm, Control Beliefterhadap Percieved Behavioral Control, lalu Attitude Toward Behavior, SubjectiveNorm, Percieved Behavioral Control, Materialism terhadap Purchase Intention danPurchase Intention terhadap Purchase Behavior pada pembelian produk fashion luxury. Variabel yang digunakan antara lain: Attitude Belief, Normative Belief, Control Belief, Attitude Toward behavior, Subjective Norm, Percieved Behavioral Control,Materialism, Purchase Intention, Purchase Behavior. Data penelitian ini diperolehdengan menyebarkan kuesioner kepada 190 responden yang pernah melakukanpembelian produk fashion luxury. Teknik pengambilan sample yang digunakan adalah Purposive sampling. Alat analisis yang digunakan dalam penelitian ini adalah SEM.Hasil pengujian hipotesis menunjukan bahwa Attitude belief memiliki pengaruh positif terhadap Attitude Toward Behavior, Normative belief memiliki pengaruh positif terhadap Subjective Norm, Control belief memiliki pengaruh positif terhadap Percieved Behavioral Control; Attitude Toward Behavior, Subjective Norm, Percieved Behavioral Control, Materialism memiliki pengaruh positif terhadap Purchase Intention, Purchase Intention memiliki pengaruh positif terhadap Purchase Behavior. Penilitian ini mendapatkan implikasi bagi perusahaan brand-brand fashion luxury untuk selalu memberikan layanan yang baik kepada konsumen atau calon konsumen, menjalin hubungan yang baik kepada konsumen, menjaga image dan nilai prestise dari produk agar konsumen merasakan nilai prestise itu.

T his study aims to examine the effect of Attitude Belief variables on AttitudeToward Behavior, Normative Belief on Subjevive Norm, Control Belief on PercievedBehavioral Control, then Attitude Toward Behavior, Subjective Norm, PercievedBehavioral Control, Materialism to Purchase Intention and Purchase Intention toPurchase Behavior at purchase of luxury fashion products. Variables used include:Attitude Belief, Normative Belief, Control Belief, Attitude Toward behavior, SubjectiveNorm, Percieved Behavioral Control, Materialism, Purchase Intention, PurchaseBehavior. The research data was obtained by distributing questionnaires to 190respondents who had made purchases of luxury fashion products. The samplingtechnique used is purposive sampling. The analytical tool used in this study is SEM. The results of hypothesis testing show that Attitude belief has a positive influence on Attitude Toward Behavior, Normative belief has a positive influence on SubjectiveNorm, Control belief has a positive influence on Percieved Behavioral Control; Attitude Toward Behavior, Subjective Norm, Percieved Behavioral Control, Materialism has a positive influence on Purchase Intention, Purchase Intention has a positive influence on Purchase Behavior. This research has implications for companies of luxury fashion brands to always provide good service to consumers or prospective consumers, establish good relationships with consumers, maintain the image and prestige value of the product so that consumers feel that prestige value.