Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention

Ranggasulih, M. Ian (2011) Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention. Undergraduate thesis, Universitas Internasional Batam.

Text M. Ian Ranggasulih_0441093.pdf - Published Version Restricted to Repository staff only Download (5MB)

Abstract

This study aims to examine the relationship between the independent variable to avoidance of similarity, unpopular choice and creative choice of dependent variable purchase intention with perceived quality and emotional value as an intervening variable. In this study also explains that to avoidance of similarity, unpopular choice and creative choice is the independent variable that affects and will be directly related to the emergence of consumer purchase intention. The consumer need for uniqueness is an important factor for consumers to avoidance of similarity, unpopular choice dan creative choice to purchase the product. This is also supported by other factors such as perceived quality and emotional value to the product itself. Due to the consumer need for uniqueness and with consideration of other supporting factors on the consumer when he faces a choice to buy a product will lead to intentions to purchase. A number of students in UIB ever and using a product brand sports shoes Adidas, Puma, Nike, Converse and Fila into the population in this study. Method of sample selection used probability sampling methods with a simple random sampling. Data obtained by distributing questionnaires to 316 respondents. Data were analyzed using path analysis with simple regression and multiple regression. The results showed that there is influence between the independent variables to avoidance of similarity, unpopular choice and creative choice and variable intervening perceived quality and emotional value of the dependent variable purchase intenton. Keywords: Avoidance of similarity, Unpopular choice, Creative choice, Perceived quality, Emotional value and Purchase intention.

Actions (login required)

View Item