Analisis pengaruh stimuli terhadap purchase intention: pendekatan model sor
P Penelitian ini bertujuan untuk menguji serta menganalisis model SOR yang terdiri dari faktor Stimuli berupa perceived control, concentration, cognitive enjoyment. Faktor organism berupa awe experience, dan faktor response berupa purchase intention. Sampel yang digunakan dalam penelitian ini berjumlah 144 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil dari penelitian ini adalah: (1) Tidak terdapat pengaruh positif perceived control terhadap awe experience, (2) Terdapat pengaruh positif concentration terhadap awe experience, (3) Tidak terdapat pengaruh positif cognitive enjoyment terhadap purchase intention, dan (4) Terdapat pengaruh positif awe experience terhadap purchase intention.
T This research aims to test and analyze the SOR model which consists of stimulus factors in the form of perceived control, concentration, cognitive enjoyment. The organism factor is awe experience, and the response factor is the purchase intention. The sample used in this research was 144 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Modeling- (SEM) method. The results of this research are: (1) There is no positive influence of perceived control on feelings of awe, (2) There is a positive influence of concentration on the experience of awe, (3) There is no positive influence of cognitive enjoyment on purchase intention, and (4) There is an influence Positive experiences affect purchase intentions.