Pengaruh cognition,affection,conation dan brand awareness terhadap future purchase intention

DETAIL KOLEKSI

Pengaruh cognition,affection,conation dan brand awareness terhadap future purchase intention

Oleh : Alyana Rachmawati

Info Katalog

Nomor Panggil : 2015_TA_MJ_022110025

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2015

Pembimbing 1 : Kurniawati

Subyek : Cognition;Marketing management

Kata Kunci : cognition, affection, conation, brand awareness, future purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2015_TA_MJ_022110025_-Halaman-Judul.pdf	18
2.	2015_TA_MJ_022110025_-Bab-1.pdf	8
3.	2015_TA_MJ_022110025_-Bab-2.pdf
4.	2015_TA_MJ_022110025_-Bab-3.pdf
5.	2015_TA_MJ_022110025_-Bab-4.pdf
6.	2015_TA_MJ_022110025_-Bab-5.pdf
7.	2015_TA_MJ_022110025_-Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji pengaruh dari cognition, affection, conationdan brand awarenesss terhadap future purchase intention pada smartphone Apple.Variabel yang digunakanantara lain: cognition, affection, conation, brand awarenessdan future purchase intention. Data penelitian ini diperoleh denga nmenyebarkankuesioner kepada 120 responden yang sudah pernah menggunakan smartphone appleminimal enam bulan dan sudah pernah membeli produk Apple smartphone minimaldua kali di wilayah lingkup Universitas Trisakti. Teknik pengambilan sampel yangdigunakan purposive sampling. Alat analisis yang digunakan dalam penelitian iniadalah structural equational model (SEM), diproses melalui AMOS. Hasil pengujianhipotesis menunjukan bahwa cognition, affection, conation, berpengaruh terhadapfuture purchase intention dan brand awareness berpengaruh terhadap cognition,affection, conation, future purchase intention. Penelitian ini mendapatkan implikasibagi perusahaan smartphone Apple untuk lebih memperhatikan dan memperluasemosi konsumen yang berupa emosi cognition, affection, conation untuk melakukanfuture purchase intention pada produk smartphone Apple.

T This research aimed to examine the influence of cognition, affection, conation andbrand awarenesss toward purchase intention of Apple smartphone. The variablesusedare: cognition, affection, conation, brand awareness and future purchaseintention. The research data was obtained by distributing questionnaires to 120respondents who have ever used a Apple smartphone at least six months andpurchased a smartphone Apple products at least twice in the scope of TrisaktiUniversity. The sampling technique that used is purposive sampling. Analysis toolthat used in this research is structural equational model (SEM) via AMOS. Theresults of hypothesis testing showed that cognition, affection, conation influence thefuture purchase intention and brand awareness influence on cognition, affection,conation, future purchase intention. This research gets the implications for Applesmartphone companies to pay more attention and expand the consumer emotion inthe form of cognition, affection, conation to do future purchase intention on Applesmartphone products.