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Anteseden dan konsekuensi behavioral intention


Oleh : Gosan Haikal Muzakir

Info Katalog

File Jurnal : 00000000000000034764.pdf

Nomor Panggil : 022151189

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2020

Pembimbing 1 : Asep Hermawan

Subyek : Behavior - Consumer;Marketing

Kata Kunci : perceived enjoyment, event fans attitude, subjective norm, perceived behavioral control, instrumenta


File Repositori
No. Nama File Ukuran (KB) Status
1. 2020_TA_MJ_022151189_Halam-Judul.pdf 708.15
2. 2020_TA_MJ_022151189_Bab-1.PDF 632.46
3. 2020_TA_MJ_022151189_Bab-2.PDF 779.12
4. 2020_TA_MJ_022151189_Bab-3.PDF 839.4
5. 2020_TA_MJ_022151189_Bab-4.PDF 676.05
6. 2020_TA_MJ_022151189_Bab-5.PDF 581.01
7. 2020_TA_MJ_022151189_Daftar-Pustaka.PDF 626.65
8. 2020_TA_MJ_022151189_Lampiran.PDF 2046.64

P Penelitian ini bertujuan untuk menguji pengaruh variabel Perceived Enjoyment terhadap Event Fans Attitude, Event Fans Attitude terhadap Behavioral Intention, Subjective Norm terhadap Behavioral Intention, Perceived Behavioral Control terhadap Behavioral Intention, Instrumental Value terhadap BehavioralIntention dan Behavioral Intention terhadap Behavior dalam mengahadiri suatuacara. Variabel yang digunakan antara lain: Perceived Enjoyment, Event FansAttitude, Subjective Norm, Perceived Behavioral Control, Instrumental Value,Behavioral Intention dan Behavior.Data penelitian ini diperoleh dengan menyebarkan kuesioner kepada 240responden yang pernah mengikuti suatu acara. Teknik pengambilam sample yangdigunakan adalah Purposive sampling. Alat analisis yang digunakan dalam penelitianini adalah SEM (structural equation modeling).Hasil pengujian hipotesis menunjukan bahwa Perceived Enjoyment memilikipengaruh positif terhadap Event Fans Attitude, Event Fans Attitude tidak memiliki pengaruh positif terhadap Behavioral Intention, Subjective Norm memiliki pengaruhpositif terhadap Behavioral Intention, Perceived Behavioral Intention memilikipengaruh positif terhadap Behavioral Intention, Instrumental Value memilikipengaruh positif terhadap Behavioral Intention, Behavioral Intention memilikipengaruh positif terhadap Behavior. Penelitian ini mendapatkan implikasi bagi paraEvent Organizer untuk membuat sebuah event yang membuat para konsumen merasatertarik (guest star, konsep acara), menjalin hubungan yang baik kepada konsumen,memberikan potongan harga tiket dengan bekerja sama dengan perusahaan start-up.

T This study aims to examine the effect of Perceived Enjoyment variables onEvent Fans Attitude, Even Fans Attitude on Behavioral Intention, Subjective Normon Behavioral Intention, Perceived Behavioral Control on Behavioral Intention,Instrumental Value on Behavioral Intention, and Behavioral Intention on Behavior inattending an events. Variables used include: Perceived Enjoyment, Event FansAttitude, Subjective Norm, Perceived Behavioral Control, Instrumental Value,Behavioral Intention, Behavior.The research data was obtained by distributing questionnaires to 240respondents who had attended an events. The sampling technique used is purposivesampling. The analytical tool used in this study is SEM (structural equationmodeling).The results of hypothesis testing show that Perceived Enjoyment has apositive influence on Event Fans Attitude, Event Fans Attitude has not a positive influence on Behavioral Intention, Subjective Norm has a positive influence onBehavioral Intention, Perceived Behavioral Control has a positive influence onBehavioral Intention, Instrumental Value has a positive influence on BehavioralIntention, Behavioral Intention has a positive influence on Behavior. This researchhas implications for the Event Organizer to create an event that makes consumersfeel interested (guest star, concept of the event), establish good relationships withconsumers, provide discounted ticket prices by cooperate with start-up com

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