Faktor-faktor yang mempengaruhi konsumen barang mewah pada niat webrooming
Info Katalog
File Repositori
Nomor Panggil : 022001903001
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Luki Adiati Pramono
Subyek : Electronic information resource searching;Marketing management
Kata Kunci : perceived usefulness of online search, perceived ease of online searching, need for touch, self-staf
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001903001_-Halaman-Judul.pdf | 8 | |
| 2. | 2023_TA_SM_022001903002_Lembar-Pengesahan.pdf | 4 | |
| 3. | 2023_TA_SMJ_022001903001_-Bab-1--Pendahuluan.pdf | 6 | |
| 4. | 2023_TA_SMJ_022001903001_-Bab-2-Tinjaun-Pustaka.pdf | 8 |
|
| 5. | 2023_TA_SMJ_022001903001_Bab-3-Metodoli-Penelitian.pdf | 7 |
|
| 6. | 2023_TA_SMJ_022001903001_Bab-4-Analisi-dan-Pembahasan.pdf | 9 |
|
| 7. | 2023_TA_SMJ_022001903001_-Bab-5-Kesimpulam.pdf | 3 |
|
| 8. | 2023_TA_SMJ_022001903001_-Daftar-Pustaka.pdf | 5 | |
| 9. | 2023_TA_SMJ_022001903001_Lampiran.pdf | 11 |
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P enelitian ini dilatarbelakangi adanya kegiatan webrooming di Indonesia. Intensitas webrooming ini membawa dampak pada perilaku pembelian barang mewah. Tujuan penelitian ini adalah untuk menganalisis pengaruh perceived usefulness of online search, perceived ease of online searching, need for touch, self-staff assistance, dan socialization pada webrooming intention. Penelitian ini menggunakan metode kuantitatif. Data dikumpulkan dengan teknik kuesioner. Responden dalam penelitian ini sebanyak 251 orang. Kriteria barang mewah adalah tas, sepatu, dan berbagai produk dengan merek Kate Spade, Michael Kors dan Coach. Lima hipotesis diformulasikan dan diuji. Hasil penelitian menunjukkan bahwa perceived usefulness of online search, perceived ease of online searching, dan self-staff assistance tidak memiliki pengaruh positif terhadap webrooming intention. Need for touch, dan socialization memiliki pengaruh positif pada webrooming intention.
T his research is motivated by webrooming activities in Indonesia. The intensity of this webrooming has an impact on the buying behavior of luxury goods. The purpose of this study was to analyze the influence of perceived online search usefulness, perceived online search ease, need for touch, self-help staff, and socialization about webrooming intentions. This research uses quantitative methods. Data collected by questionnaire technique. Respondents in this study were 251 people. The criteria for luxury goods are bags, shoes, and various products under the Kate Spade, Michael Kors and Coach brands. Five hypotheses were formulated and tested. The results showed that the perceived benefits of online search, perceived ease of online search, and self-help staff did not have a positive influence on webrooming intentions. Need for touch, and socialization have a positive influence on webrooming intentions.
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