Analisis Faktor-faktor yang Mempengaruhi Purchase Intention Seafood (Ikan) di Restoran Seafood di Kota Batam

Endy, Endy (2018) Analisis Faktor-faktor yang Mempengaruhi Purchase Intention Seafood (Ikan) di Restoran Seafood di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini bertujuan untuk mempelajari hubungan antara faktor – faktor yang mempengaruhi purchase intention seafood ( ikan ). Faktor atau variabel independen yang di gunakan pada penelitian ini antara lain attitude, subjective norm dan personal norm. Objek penelitian adalah masyarakat Kota Batam yang mengonsumsi seafood terutama ikan yang berkelanjutan. Penelitian ini menggunakan metode purposive sampling, yaitu sampel harus memenuhi karakteristik yang menjadi tujuan utama dalam penelitian.Penelitian ini menggunakan aplikasi Statistical Package for the Social Sciences atau (SPSS) untuk menganalisis pengaruh variabel independen terhadap variabel dependen. Hasil dari penelitian ini menunjukkan bahwa variabel attitude, subjective norm berpengaruh secara signifikan terhadap purchase intention dan variabel personal norm tidak terdapat pengaruh secara signifikan terhadap variabel dependen. --------------------------------------------------------- The aims of this study is to learn the relationship between the factors that influence or affecting purchase intention of seafood in the town. Factors or independent variable in this research consist of attitude, subjective norm and personal norm. The object of research is community of Batam city who are the consumer of seafood, especially fish kind. This research are using purposive sampling method , the samples must meet the characteristics of the main objectives in this research. This study uses a Statistical Package for the Social Sciences or (SPSS) to analyze the influence of independent variables and on the dependent variable. The results from this research showed that attitude and subjective norm significantly influence purhcase intention of seafood in Batam, and the other independent variable, personal norm have not show a significant influence between personal norm and purchase intention of seafood in Batam.

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